Since its launch in 2009, Reformation has excelled at carefully cultivating a brand for slinky, babe-tastic cool-girls. (It certainly doesn't hurt, either, that the downtown Los Angeles-based label takes strides to spotlight its advanced sustainability practices.) But Reformation truly hit its stride with the rise of Instagram, tapping relatable, edgy "It" girls to front its ad campaigns both on the social media platform and off. An official hashtag emerged — #RefBabe — that perfectly encapsulated the type of woman Reformation cast, as well as the shoppers those campaigns attracted.
The latest woman to join the #RefBabe family is transgender model and LGBTQ advocate Andreja Pejic, whose expansive industry work includes covers for Marie Claire Spain, i-D, L'Officiel and, memorably, New York magazine's fall fashion issue in 2011. And on Tuesday, Reformation announced that Pejic is the face of its holiday collection, for which she wears a number of sexy, party-ready styles in metallic silks and champagne velvets. And with a nod to the rate at which we consume food and alcohol during November and December, each piece is engineered to keep you comfortable, with adjustable waists and stretchy, built-in underwear — think "Spanx, but no Spanx," according to a release.
When asked by Yahoo Style why Pejic was the right choice for this campaign, founder Yael Aflalo said: "We feel like Andreja embodies a similar message — she is breaking the stigma of what it means to be a top model." Indeed, Pejic's modeling prowess is impressive — after all, she makes us believe that we, too, could pull off this collection's off-the-shoulder feathered minidress with similar aplomb. Talk about the ultimate #RefBabe.
Click through the gallery below to see Pejic in Reformation's holiday campaign, and shop the collection in full starting Tuesday in Reformation stores and at TheReformation.com.