Reformation launches new sustainable lingerie line
today Aug 23, 2018
The brand, a favorite among it-girls and famous for its feminine, eternally summery designs, created a small capsule collection of two bras, one bralette, and two styles of underwear bottoms - thongs and boy shorts. Sizes run small through large in bottoms and extra-small through large in bras.
In addition to boosting Reformation's eco-friendly brand strategy, the lingerie's photo campaign also tied in with the brand's emphasis on female empowerment. A female-founded and predominantly female-run company, the brand partnered with "like-minded women" they admire to model the underwear, including Rachel Sumekh, Founder & CEO of Swipe Out Hunger, and Daisy Robinton, a postdoctoral research fellow in Beth Stevens’ lab at Boston Children’s Hospital and Harvard Medical School.
Reformation said of the collection on its website: "In today’s culture, our self worth is too often based on appearance, and lingerie campaigns tend to focus only on our bodies. 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. Because that’s hot."
Prices for items in the lingerie collection range from $12 to $45.
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