Reformation is Bringing Back Petite Sizes — For Good

And resurfacing the tagline "don't call me cute" while they're at it.
Author:
Publish date:
Photo: Instagram/@reformation

Photo: Instagram/@reformation

Reformation is one of the best-loved eco-conscious brands in fashion because of the way it brings together vintage inspiration, Los Angeles-infused sexiness, a youthful, colloquial voice and a millennial-appropriate emphasis on not trashing the planet. It's already been a big year for the company, which opened a new store in San Francisco in January, announced an upcoming kid's range in March, introduced its first line of swimwear in April and curated a selection of vintage pieces for online sale in June.

This week, Reformation announced the next part of its plan for world (or at least wardrobe) domination: the re-introduction of its petites line, complete with the tagline "don't call me cute." While the label launched a capsule collection of petite-sized clothing in 2015, it was a one-off that the brand discontinued once it sold out. This time, Reformation's petites section is back and here to stay.

"At Ref, we usually fit our clothes on a few girls between 5'6 and 5'10," the brand said in a release. "However, our customer base is growing (no pun intended) and we don't want to let anyone down."

The new selection is aimed at women 5'4 and under, and features the same aesthetics and sustainable practices as its main line, albeit in slightly shortened versions. While the brand's Petites section on the website doesn't feature quite the range that the rest of the site does, the selection that is there is full of the jumpsuits, flirty dresses and and fitted pants that the brand is known for.

Could the expanded sizing on the smaller end pave the way for extended sizing in the other direction — i.e. the full range of plus sizes — to become part of Reformation's offerings someday? If the brand is serious about having brought back petites as part of its commitment to "make sure women of all shapes can wear Ref (and look damn good doing it)," that answer should be yes.

For now, though, there's at least one new demographic with cause to celebrate. Reformation's petites selection is available online now.

Never miss the latest fashion industry news. Sign up for the Fashionista daily newsletter.