L.A.’s Reformation Introduces Lower-Price Line Obvious

A look from Obvious

A look from Obvious

L.A.’s cool-girl label Reformation has introduced a new line, Obvious. Available today in the brand’s L.A. outpost (as well as the pair of shops in New York and online), the new range is priced well below the main Reformation line. Almost every piece is priced below $100, though there are a few key pieces that do creep up towards $200, so fans (which include Taylor Swift) have plenty of options to beef up their closets.

“We have some things that are less expensive online and in stores, but you have to look for them,” Yael Aflalo, founder and creative director of Reformation, said in a statement. “But I think now it’s going to be a destination on the site and you know where to go, for people who think, ‘I’m not a $300 dress, I’m a $98 dress.'”

Staying true to the spirit of the brand, the Obvious line is still manufactured in Downtown Los Angeles with many of the materials made in the USA, too. Being sustainable, eco-friendly and vertically integrated have always been important to Aflalo and the Reformation ethos, and Obvious fits right in line with the rest of the offerings. Tencel, a man-made material with a low environmental impact, is used throughout the collection, which includes basics such as t-shirts embroidered with subtle text, faux shearling coats and crop-top and skirt combinations. Obvious also utilizes more sustainable fibers than its sister line.

A look from Obvious

A look from Obvious

Aflalo explains that the main Reformation line always offered pieces in the same price as Obvious, but now that the pieces have their own label, it makes the lower-priced pieces easier to find for shoppers. One clear distinction that Obvious holds is its color palette, which is brighter and more print-heavy than the main Reformation line. There is also more knitwear and jersey, which subtly implies that Obvious is a great option for daywear, casual dressing and weekend relaxing while Reformation’s tailored gowns and skin-skimming pieces lean more towards evening and special occasions. Cutouts, skater silhouettes and long, easy maxis are on offer for the first season of Obvious, giving girls from coast to coast plenty of options to pick up before festival season and summer’s long lazy days.

Obvious isn’t the first capsule or diffusion line from Reformation. Last year, Aflalo added a small bridal offering to Reformation, including bridesmaids’ dresses that eschewed the saccharine confections on the market and instead took inspiration from vintage designs and fabrics. Previously, Reformation also introduced a line designed specifically for women with larger busts.

For more information and to shop the Obvious collection, visit www.thereformation.com.

Images courtesy Reformation

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.