Reformation (56 E. Walton) opened its doors this August to feed a frenzy of the brand’s 1.4 million Instagram followers. It’s your new go-to for sustainable denim, day-to-night vintage-inspired dresses, and eco-friendly fashions crafted from carbon-neutral materials.
Reformation founder and CEO Yael Aflalo tells SPLASH, “We have an amazing following in Chicago so we are excited to [give] our customers a chance to shop in person. As sustainability is at the core of everything we do, the store was designed using natural and recyclable materials and will offset 100% of electricity usage with wind energy. We hope our customers love it.”
While the floor is sample sizes only (with an inventory of sizes from 0 to 12 in the back), the storefront is lined with iPads that recommend unique styles, offer alternative silhouettes, and even start a dressing room for you.
A modest but captivating bridal floor features jewel-toned bridesmaids options and choices for the minimalist bride. Above that are six dressing rooms stocked with iPads as well as charging stations. The Ref girls roaming the floor will help you fire up your Spotify playlists so you can DJ your own style sesh.
As to whether a brand known for flouncy dresses, flowery skirts, and crop tops can keep up with Chicago’s looming plummeting temps? Aflalo points out that their New York location has helped with the learning curve of colder weather. Promising non-synthetic fall sweaters and a cozy collaboration with Patagonia, the shop will offer the Midwest girl an on-point wardrobe, no matter the season.