It’s the favorite brand of trendy Californians and it-girls the world over, from Jennifer Lopez to Hailey Bieber: Reformation is finally coming to Paris with a dedicated boutique. Parisian women have already been able to enjoy the brand online and at the Bon Marché corner, but now they’re going to be served with a bespoke showcase nestled in the Marais district. We tell you all about one of autumn’s most eagerly awaited fashion openings.
A Reformation boutique in Paris: a concentrate of glamour in prospect
Head to 20 rue des Francs-Bourgeois in October to discover the Californian fashion label’s very first French boutique. It’s in this space, in the heart of the 2ᵉ arrondissement, that Reformation ‘s minimalist, refined designs will be unveiled. A much-anticipated opening for the brand’s aficionados, of whom there are many in France, who will find a cutting-edge selection of oversized jackets, romantic dresses and chunky loafers, among other nuggets.
There’s a reason why the American brand is so popular in the fashion capital. Reformation is packed with essentials that combine retro allure, modernity and elegance: the famous California effortless glamour, from their flattering dresses to their impeccably cut jeans. One of the expectations for this Parisian flagship: their formal wear. A concentrate of fluid cuts, bodices and immaculate silk models for brides – at much more affordable prices than designer gowns – and ultra-desirable colorful options for guests and bridesmaids.
Eco-responsible and sexy
The brand’s credo: “Wearing nothing is the most sustainable option. Reformation is the second“. A committed positioning combined with a resolutely glamorous aesthetic, which has made the brand a success across the Atlantic for many years. Founded in 2009 by Yael Aflalo, the brand went against the fast-fashion trend with a responsible, premium focus, while remaining accessible to all. The gamble paid off: Reformation now has over 50 stores worldwide and a large online customer base. This first Parisian boutique marks the Californian label’s desire to expand further internationally, particularly in Europe. See you in October to find out more!
📍 Location: Reformation – Rue des Francs-Bourgeois, Paris
📅 Date: opening in October