Introducing Reformation’s lower priced collection, Obvious

Reformation Obvious Collection Keppel Coat
Reformation Obvious Collection Keppel Coat

See our favourite pieces from the collection »

What could be so bad about a drab, snowy Monday when it comes chock-full with so much affordable fashion news? This morning, Uniqlo announced it was coming to Canada, and now, L.A. cult label Reformation has announced a new, lower priced line. You may not be familiar with Reformation, but surely, you know all about its sexy, streamlined cuts because they currently live in your dreams.

Launched at the height of the eco-friendly, vintage-inspired craze (we first discovered ’em back in 2012), Reformation has morphed into an arbiter for perfect, outfit-in-one pieces, with its sustainably-sourced vintage and dead-stock designer fabrics taking front and centre on everyone from Rihanna to Taylor Swift and Karlie Kloss.

Now, Reformation’s getting even better with its new Obvious collection, which ranges from $28 to $178 USD (compared to $200s and up for dresses). You can expect all the same things that you’ve grown to love about Reformation’s main line, but now in the words of the site’s homepage, you can “buy clothes and eat this week” too. Sounds like a plan.

Flip through our favourites from Reformation’s new Obvious collection and shop the rest at

More Style