Nancy In the event that one store foresaw the rise from the It-girl lewk, it was definitely Reformation. In 2009, when founder Yael Aflalo 1st started acquiring old retro fabric and spinning it into covetable low-cut summer frocks, the woman attracted a cool-kid group, whose slightly retro sartorial obsessions made the business proceed boom: a wildly successful e-commerce site, five stores nationwide, and a hit bridal line to boot. Today, Reformation continues its rapid growth with the recognized launch of its first appearance swimwear collection—by the first look at it, another home run.
“Swim is really an extension of our current pieces, ” Aflalo explains from the nine-piece series made from 85-percent recycled components. “We looked over our best sellers, considered the style, slashes, and colors, and went from there. ” The collection was inspired by photos of her favorite retro suits, the woman adds, “some worn by Jane Birkin and others by Cindy Crawford in the ’90s. ” The brand’s signature throwback vibe comes through, with high slashes and plenty of gingham, but Aflalo’s main goal was to help her “Ref girls” feel and look their best. “We always need women to feel sexy and also comfortable, ” she says. “You shouldn’t have to sacrifice 1 for the other. ” Prices range from $78 to $98 for any bikini top or bottom, which are offered separately so that customers can mix and match to obtain the perfect fit.
“It’s designed to get along with most of the Ref pieces in your closet—we possess a ton of breezy linen pieces you can throw on top, ” Aflalo says, adding the one-pieces happily double because bodysuits. “The girls who also shop with us have been asking for swimwear since day one, and we’re excited to finally make it happen. ”
Above, an exclusive first look at the new collection—get ready to view a lot of #refswim on Instagram this summer.
