You’ve seen every Stateside woman and her dog wearing its dresses on Instagram and, subsequently, have driven your friends across the pond crazy by asking them to pack their suitcase full of said dresses when they’re back for Christmas. Or maybe that's just me. Either way, the madness can now stop because – drumroll please – Reformation is opening its first permanent store in London today. Today!
Now, you can shop its famously good slip dresses, jeans and naked sandals from 186 Westbourne Grove, London, in US sizes 00-24. It’s a major whoopee moment. The brand has become a firm fashion editor favourite for its ongoing commitment to sustainability. It’s 100 per cent carbon, water and waste-neutral, and makes transparency a priority. Reformation doesn’t just spam shoppers with newsletters, but sends annual sustainability reports, detailing how they’ve performed against their sustainability goals and what they’re going to work on in the coming year. The following strapline pretty much sums it up, ‘Being naked is the 1 most sustainable option. We’re 2.’
If you're not in London any time soon, don't worry – you can shop the brand from its online store. But if you can get to Westbourne Grove, do – the new store promises to be an utter delight.
Reformation opens at 186 Westbourne Grove, London W11 on 12 September