The Reformation London store is finally open and it’s glorious

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  • If you didn’t manage to make it down to the Reformation pop-up in Selfridges, fear not, because the cult US brand has opened up a store in London, and it is permanent.

    I’ve always been excited about Reformation stores in the US, because they’re frankly the best shops I’ve ever visited. The selection is great, but it’s the changing room experience that truly stands out. You can order styles and sizes via iPad, and they magically appear in a secret wardrobe at the bag of the booth.

    Plus, the lighting is flattering, and you can plug in your phone to play tunes while you try stuff on. Luckily, it looks like the UK store, based in Notting Hill, is just as good.

    Reformation is also known for its sustainable approach to all aspects of the business, and as such all stores focus on natural and recyclable materials, including vintage furniture, eco-friendly fabrics, hangers and reusable totes, and offset 100% of electricity usage with wind energy. Chic.

    Then there are the gorgeous clothes, from cute separates to chic floral dresses that work no matter the season. The London store will have a full product offering including dresses, jeans, swimwear, lingerie, tops, skirts in US sizes 00 – 24 (roughly 6 to 28 UK) and footwear.

    Find Reformation at 186 Westbourne Grove, London W11 on 12th September.

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