Reformation launching in the UK with Browns

By

Barbara Santamaria

Published
Jul 25, 2018

After a successful pop-up store in 2016, cult womenswear brand Reformation is finally becoming available in the UK through an exclusive partnership with Browns.

From this Thursday 26 July, Reformation fans will be able to shop the US brand at Browns East and online at Brownsfashion.com, where a selection of denim, swimwear and summer pieces will be available alongside a bridal edit.

"This will be the first time their swimwear hits the shores of Europe and we even have a few special pieces which have been created exclusively for Browns to celebrate the partnership,” said Browns womenswear buying director, Ida Petersson.

The brand is famous for its collection of pretty, romantic summer dresses and blouses made from sustainable materials. Its slinky silk dresses, and square necklines have been seen on dozens of celebrities including Emily Ratajkowski, Alexa Chung, Rihanna and Bella Hadid, as well as hundreds of Instagram stars.

It opened a month-long a pop-up showroom in London’s Seven Dials in November 2016, however British customers had to wait two more years before a UK launch.

"After Reformation’s pop-up debut in London in 2016, we’re so excited to return to the UK,” founder and CEO Yael Aflalo said in a statement.

"As big fans of Browns and their legacy as a cutting-edge retailer, we're thrilled to be part of their roster of iconic brands. We can't wait to introduce the Browns customer to Reformation with our key summer styles for all occasions, and a few exclusive items made just for Browns.”

Prices for the collection will range from £110 to £480.