In the past year, Reformation has been steadily expanding into a range of new categories — we're talking swim, childrenswear, petites and even baby clothes. The sustainably-minded favorite has come for just about every corner of your closet, save for lingerie. And while bras and underwear have been popular launches for several of Reformation's contemporaries (like Everlane and Madewell), the Los Angeles-based retailer hadn't formally dipped into intimates until, well, now.
On Monday, Reformation launched its first official lingerie collection, a limited-edition capsule of bras, bralettes and underwear. True to form, the line was constructed using various sustainable fabrics, including lenzing tencel, recycled lace and eco mesh. The accessible pricing runs from $12-$45, with sizing ranging from S-L in bottoms and XS-L in bras. (It's worth noting that this is not nearly as inclusive as some of its contemporaries, namely Savage Fenty by Rihanna and Aerie, who have it their mission to cater to as many women's curves as possible.)
"In today's culture, our self-worth is too often based on appearance, and lingerie campaigns tend to focus only on our bodies," stated Reformation in a release. "While it's arguably hard to show lingerie without getting half-naked, today we wanted to hone in on other qualities as well. Like, you know, brains and accomplishments."
In addition to dropping formal campaign imagery, Reformation also tapped four "real" women to model the goods: Daisy, above, a postdoctoral research fellow at Boston Children's Hospital and Harvard Medical School; Rachel, the founder & CEO of Swipe Out Hunger; JoAnna, a plastic and reconstructive surgeon in Los Angeles; and Jamie, an entertainment attorney specializing in music and fashion law. You can see their full imagery, along with the complete collection, over on TheReformation.com.