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

Penny Goldstone
By Penny Goldstone
published

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.

Penny Goldstone
Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.

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