By Andrea Cheng. Photos: Courtesy of Brand, Instagram.
Cult-fave brand Reformation debuted its latest wedding collection during Bridal Fashion Week yesterday evening. (You can officially shop it April 27!) And founder Yael Aflalo’s approach remains reassuringly in play. For bridesmaids, there are slinky silhouettes, fiery open-back numbers, sweet floral-print gowns with racy plunging necklines and (even racier) thigh-high slits, and a tiered ruffle dress—a new design for Reformation. And for the bride: a bohemian-chic wrap dress and a dramatic ‘90s-inspired white lace mermaid gown that reminds Aflalo of the iconic red dress in Pretty Woman. “It’s more 'bridal' than anything else we’ve done,” she says.
“We’ve always done a little bit of wedding dresses, but now we have more of them,” continues Aflalo. “Women have always asked us to make our dresses in white for them, so it was an easy, no-brainer decision. What we make generally comes from what our girls ask for—our dresses, but longer and more dramatic.”
Ever since Reformation launched cute, sustainable wedding clothes three years ago, it has disrupted the bridal scene with its eco-friendly POV, relaxed, casual-chic attitude, and reasonable price point.
“When we came out with our bridal collection, people were like, ‘Omg this is so affordable,’ but it makes sense for our dresses,” Aflalo says. “For so long, people have overcharged with bridal, and they get away with it. But we’re not going to do that—we don’t have to, and that’s why we’re cool.”
Scroll through to see all the looks from Reformation’s Summer Wedding Collection (priced between $268 and $488), available in stores and thereformation.com April 27.
This story originally appeared on Glamour.
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