"Reformation is a purse-friendly brand with a conscience, which isn't normally something that goes hand in hand. Along with its fantastic desirable pieces, it has become one of the most interesting contemporary brands right now," Sarah Rutson, vice president of global buying at Net-A-Porter, told us about their decision to work with the LA-based label. "Their distribution is very limited, so we felt there was huge opportunity to bring them to the Net-A-Porter global customer. The price points are amazing so we think it will appeal to new customers, as well as our EIP clients."
If you didn't know already, EIP is an in-house term at Net-A-Porter for "Extremely Important People", and Reformation has a few of its own. Karlie Kloss, Taylor Swift, Rihanna and Hailey Baldwin are just a few of the brand's famous fans who have helped put it on the map since its inception in 2009. But celebrity endorsements aside, the main appeal with Reformation is its sustainable credentials. It makes all of its limited-edition collections using ethically sourced materials and sustainable processes and regularly posts informative mantras on its Instagram account with the aim to make these new practices as fashionable as the clothes they make, which right now are all about party season.
"Party dressing is very much part of Reformation’s DNA so it felt natural to work together on an exclusive capsule especially for Net-A-Porter customers," said Rutson. "We feel very confident that this is going to be an incredibly popular collection. We always know what is going to sell well and we always want our new brands to have successful seasons. It’s all about introducing something new that will have sustainable growth for the future."
Prices will range from £100 to £315. See the collection here ahead of it launching online at Net - A - Porter.com this Friday, November 11th.
If you didn't know already, EIP is an in-house term at Net-A-Porter for "Extremely Important People", and Reformation has a few of its own. Karlie Kloss, Taylor Swift, Rihanna and Hailey Baldwin are just a few of the brand's famous fans who have helped put it on the map since its inception in 2009. But celebrity endorsements aside, the main appeal with Reformation is its sustainable credentials. It makes all of its limited-edition collections using ethically sourced materials and sustainable processes and regularly posts informative mantras on its Instagram account with the aim to make these new practices as fashionable as the clothes they make, which right now are all about party season.
"Party dressing is very much part of Reformation’s DNA so it felt natural to work together on an exclusive capsule especially for Net-A-Porter customers," said Rutson. "We feel very confident that this is going to be an incredibly popular collection. We always know what is going to sell well and we always want our new brands to have successful seasons. It’s all about introducing something new that will have sustainable growth for the future."
Prices will range from £100 to £315. See the collection here ahead of it launching online at Net - A - Porter.com this Friday, November 11th.
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