Womenswear brand Reformation has today unveiled a 30-piece limited-edition collaborative collection with British style icon Alexa Chung, drawing inspiration from British classics, vintage romance and the “timeless pieces Alexa has been styling for years”.
The collection features classic knits, tailored outerwear, velvet co-ord sets, and a number of “romantic” accessories, including a scarf, boots, heels, and small purses.
Velvet is a key material throughout the collection, featuring in a matching jacket and skirt set that is printed with a floral pattern, as well as a chartreuse-coloured evening gown, and two jackets in sky blue and berry pink.
The collection also features a number of dresses, including a classic black cocktail dress as well as a vibrant strapless silk piece. It also sees the return of a Reformation staple, the white printed T-shirt, which this time reads “Me Again”.
The brand described the range as being representative of “everything Alexa, in the form of original designs and unexpected pairings you’ll wish you thought of. It’s fun, effortless, and pretty charming, much like Alexa herself.”
The collection follows Reformation’s initial public offering (IPO) this summer. The California-based retailer raised $210.9 million (£159 million) as part of the IPO, selling 14.06 million shares, including 9.48 million issued by the company and 4.58 million sold by existing shareholders.
The IPO gave Reformation a market valuation of approximately $886 million, below the $1 billion valuation the company had targeted when it launched its roadshow earlier this month.
Founded in Los Angeles in 2009 as a vintage clothing boutique, Reformation has grown into a global direct-to-consumer fashion business operating more than 70 stores across the US, UK, Canada and France, while serving customers in more than 150 countries through its e-commerce platform.
We look at how how far the company has come in our recent Secret Shopper, with TheIndustry.fashion visiting the brand’s Covent Garden store to find out whether its Retail X concept really improves the shopping experience.
The company reported revenue of $533.3 million (£401 million) for the 12 months ended 31 March 2026, alongside a net loss of $5.1 million (£3.8 million). It has also reported 20 consecutive quarters of double-digit net revenue growth through the first quarter of 2026, with around 90% of sales generated through its direct-to-consumer business.