Meet Reformation—The Brand With Flattering Fits and Feminine Vibes

Close your eyes and picture that girl—you know, the one in a perfectly effortless dress that hugs in all the right places. Chances are, she’s wearing Reformation. Since launching in 2009, the Los Angeles–based brand has become a favorite among celebrities, influencers, and fashion editors alike, thanks to its slinky silhouettes, feminine details, and unmistakable cool-girl energy.

Reformation blends upscale, eco-conscious design with vintage-inspired aesthetics, making it one of the most sought-after brands for weddings, vacations, and everyday moments worth dressing up for. Whether you're eyeing the viral linen dress Taylor Swift wore or building a capsule wardrobe filled with timeless staples, we're here to help you discover Reformation’s best styles—and save while you’re at it.

What Is Reformation and What Do They Sell?

Reformation is a Los Angeles–based fashion brand known for its chic, feminine designs and commitment to sustainability. True to its name, the brand set out in 2009 to reform the fashion industry by encouraging mindful shopping and offering stylish investment pieces made to last.

Reformation primarily focuses on womenswear, blending vintage-inspired silhouettes with modern tailoring. The result? Clothing that feels timeless yet trend-forward. From flowy dresses perfect for a summer wedding to elevated basics you’ll wear on repeat, the brand offers a wide range of styles designed to flatter and empower.

Here’s a peek at what you’ll find in a typical Reformation collection:

• Dresses
• Tops
• Bottoms
• Jeans
• T-shirts
• Footwear
• Outerwear
• Loungewear
• Accessories

With inclusive sizing, natural fabrics, and impeccable fits, Reformation designs pieces that help you look and feel your best—no matter the occasion.

The Reformation Story

Reformation has been reshaping the fashion industry since 2009. It all started when founder Yael Aflalo began selling custom-tailored vintage pieces from her Los Angeles boutique. Demand quickly outpaced supply, prompting Aflalo to rethink her approach. By 2013, she opened Reformation’s first factory to produce vintage-inspired designs using modern, sustainable methods.

From there, the brand took off. In 2014, Reformation launched its first bridal collection. Just a year later, it became 100% carbon neutral—solidifying its status as a leader in eco-conscious fashion. In 2017, it introduced Ref Jeans, made from organic and recycled cotton using water-saving techniques. Today, Reformation operates over 40 stores globally, all while staying true to its mission: making effortless style with a smaller environmental footprint.

Looking ahead, Reformation has set ambitious goals. It aims to become climate-positive by the end of 2025, meaning it will remove more carbon from the atmosphere than it emits. By 2030, the brand plans to go fully circular—designing clothes made entirely from recycled fibers and launching a large-scale recycling program to help close the loop on fashion waste.

Best-Selling Pieces and Popular Collections

Reformation keeps its collections fresh year-round, offering limited drops and seasonal staples that fashion fans wait for. In the summer, you’ll often find a dreamy linen collection—perfect for breezy days and sun-soaked vacations. Come winter, the brand leans into luxurious fabrics like velvet and satin, ideal for holiday parties and festive nights out. And for those walking down the aisle (or standing beside someone who is), Reformation’s bridal collections deliver chic, modern options for brides and bridesmaids alike.

Alongside its seasonal releases, Reformation brings back fan-favorite styles that shoppers can’t stop adding to cart. 

Here are some of the brand’s most iconic and best-selling pieces:

• The Juliette Dress:
  This romantic dress features a sweetheart neckline and fitted bodice with a flowy skirt. Fans love its versatility and its many colors and patterns.
• The Sigmund Dress:
  This long-sleeved midi dress is a favorite during the cooler months. Its square neckline, lightly puffed sleeves, and dramatically slit skirt have made it a favorite of celebrities like Kaia Gerber.
• The Balia Dress:
  This linen dress is a newer option, and shoppers can't get enough of its trendy silhouette. It features a gently scooped neckline, a low, pointed bodice, and a full skirt.
• The Cynthia Jeans:
  These high-rise, straight-legged jeans are a go-to basic for Reformation shoppers. People praise their fit, quality, and neutral silhouette.
• Reformation Cashmere:
  The brand has a lot of devoted followers of its cashmere sweaters. Available in cardigan and pullover styles, this material is popular due to its softness and warmth.

The Reformation Aesthetic

A Reformation piece is instantly recognizable—thanks to its clean lines, vintage-inspired silhouettes, and subtly sultry vibes. Think: body-skimming fits, romantic details, and just the right amount of drama. Drawing influence from decades past (the ‘30s through the ‘90s), Reformation blends retro glamour with modern edge to create pieces that feel timeless and trend-forward all at once.

The brand is best known for its dresses, often featuring sleek bodices, flowing skirts, and head-turning elements like deep necklines, thigh-high slits, or puffed sleeves. Accents like ruching, corset seams, and square necklines keep things visually interesting, while a mostly neutral and pastel palette—think dusty rose, emerald, ivory, and black—makes everything effortlessly wearable. You’ll also find delicate prints like micro florals and understated polka dots that enhance rather than overpower.

Reformation’s aesthetic is designed for confident, style-conscious women who want to look polished with minimal fuss. Whether you're dressing for a garden party, a casual date, or a night out, these pieces strike the perfect balance between elevated and easy. And when the moment calls for something extra—like a wedding, prom, or holiday gathering—Reformation’s signature look brings just the right amount of wow.

Collaborations, Celebrities, and Pop Culture Moments

From Olivia Rodrigo posting on Instagram in a polka dot Reformation Jessi Dress to Taylor Swift announcing her TikTok debut in her yellow Reformation Joyce Dress, social media is filled with exciting Reformation moments. We've seen the brand on everyone from Meghan Markle to Kendall Jenner, and it's common for these pieces to sell out almost as soon as they go viral.

If you love celebrity-approved fashion but can't fight thousands of fans to get the same dress Rhianna just wore, Reformation has some collaborations for you to check out. 

Some standout collabs from the brand include:

• Reformation x Kacey Musgraves
• Reformation x Devon Lee Carlson
• Reformation x Camille Rowe
• Reformation x New Balance
• Reformation x New York City Ballet

How Much Does Reformation Cost?

Reformation may be known for its dreamy dresses and fashion-forward designs, but it's also considered an investment brand. Most everyday pieces fall between $50 and $300, though prices can go higher depending on the item or fabric. 

Here's a general breakdown of what you can expect to pay:

• Dresses: $150 to $300
• Special Occasion Dresses: $300 to $800
• Jeans: $100 to $150
• Tops: $50 to $350
• Outerwear: $100 to $400
• Shoes: $150 to $500

Reformation’s higher price points reflect its commitment to sustainable materials, ethical production practices, and long-lasting quality. While it might cost more upfront than your average fast fashion find, many shoppers say it’s worth the splurge for pieces they can wear again and again.

Want the Reformation look for less? You're in luck. The brand runs seasonal sales and promotions throughout the year, and signing up for its newsletter or loyalty program can score you early access and exclusive offers. You can also head to our Reformation coupon page for editor-approved savings..

Brands Like Reformation

Love Reformation but in the mood for something a little different?

Here are some other fashion brands you might enjoy:

• Madewell:
  Like Reformation, Madewell has a similar "fashion as an investment" attitude, and it also prioritizes quality materials and construction. Its aesthetic leans a little more casual and preppy, and most of its clothes aren't that form-fitting though.
• Everlane:
  As is Reformation, Everlane is an eco-conscious brand that prioritizes things like recycled materials, reduced waste, and sustainable production. Just keep in mind that it mostly produces basics like t-shirts and jeans.
• Aritzia:
  Aritzia designs have the same seductive, glamorous look as Reformation, and its inventory contains a similar blend of special-occasion dresses and elevated classics. The brand has some sustainable initiatives, but it's not as eco-conscious as Reformation.
• Sezane:
  Sezane's designs often include bolder prints and colors than Reformation, but it has the same updated yet vintage style. It also has a similar focus on natural materials, and a lot of its garments have a sustainable and eco-friendly background.

Why We Love Reformation: Our Take

There are plenty of brands that dabble in sustainable fashion or vintage-inspired silhouettes—but few do it quite like Reformation. We keep coming back to it for one simple reason: it nails the balance between style and substance.

Reformation’s pieces are eco-conscious and effortlessly cool. Its seasonal It-dresses often set the tone for trends we see everywhere else just a few months later. But even as it stays ahead of the curve, the brand’s looks manage to feel timeless. Think: modern tailoring meets old-school charm, with silhouettes that flatter and fabrics that feel amazing on the skin.

You’ll spot Reformation products in a lot of our Rank & Style lists—and for good reason. The brand’s pieces are endlessly versatile, whether you’re styling them for weddings, brunch, date nights, or just a quick coffee run. When we’re searching for a closet staple like a beautifully cut cardigan or the perfect LBD, Reformation is always top of mind.