CHANNEL CROSSING: After hosting a series of celebratory dinners in London and Paris during the art fair weeks, Reformation has launched its latest collaboration — a capsule collection with Camille Rowe, the French-American model and actress.
Reformation and Rowe created an edited wardrobe of fall and winter clothing, with some of the pieces inspired by the early designs Rowe purchased from the brand after she moved to Los Angeles.
There are slipdresses, menswear-inspired separates, recyclable denim, and T-shirts made with the brand’s signature sustainable fabrics.
Reformation worked with deadstock, Bluesign-certified eco-silk, organically grown cotton and poplin and regenerative Nativa wool.
Some of the knits were made with a recycled cashmere blend that has less carbon impact than conventional cashmere.
Prices range from 48 pounds to 378 pounds. The collection is available online and in some of the Reformation stores.
During her swing through London earlier this month, Reformation’s chief executive officer Hali Borenstein said the British capital is now the brand’s third-largest market worldwide.
Reformation launched at Selfridges in 2021 and has five stand-alone stores in London: on the King’s Road, at Battersea Power Station, and in Shoreditch, Westbourne Grove and Covent Garden.
It also has a new distribution center in the Netherlands, which dispatches to Continental Europe and the U.K., part of a growth push under its private equity owners Permira. The brand recently launched at Matches in London, and is planning to ramp up its activity at the retailer in the spring.
With London up and running, Borenstein said that in 2024 the focus will be on France, where it will be launching at Le Bon Marché.
Borenstein said the aim is for international markets to make up one-third of sales in the next three years.
The launch of the Camille Rowe collection (and European tour) comes in the wake of Reformation’s collaboration with the New York City Ballet earlier this month.
The 19-piece wardrobe was inspired by off-duty dancers and includes dresses, knitwear and footwear that take their cues from George Balanchine’s abstract ballet “Jewels,” which opened the dance company’s fall 2023 season.
Reformation marked the launch with a party at Lincoln Center during which guests were able to watch a working rehearsal with the NYCB.
