A visual from the Net-a-porter campaign for the Reformation launch.


LONDON — Reformation is partnering with Net-a-porter on a capsule range that launches on Nov. 11 and, separately, will mount a pop-up showroom to promote and sell its seasonless collection.

The Los Angeles-based, sustainable label launched in 2009 by Yael Aflalo sells its collection via its own web site and has stores in California and New York. The brand counts on eco-conscious fabrics and vintage fabrics to create its women’s wear range.

The 21-piece capsule includes floor-sweeping frocks, minidresses, jumpsuits and blouses done in environmentally friendly materials including velvet, georgette, rib and silk in a range of jewel tones. Prices range from 100 pounds, or $123, to 315 pounds, or $390, and will be sold on Net-a-porter.

This is the first time the American label has partnered with a major retailer. Sarah Rutson, vice president of global buying, calls the range “cool, contemporary eveningwear filled with effortless party pieces that we know our customers will go mad for.”

In addition, the label has opened a pop-up showroom space where shoppers can try on the brand’s seasonless range and buy or order pieces online via touch screens. The Net-a-porter capsule range will not be available in the showroom, however.

“Our U.K. customers have been asking us to visit for a while now, so we’re excited to finally open up shop, said Aflalo. “We’re really [pleased] to connect with people in London and give them a chance to see, touch and try on the clothes in-person, hopefully giving them a better sense of Reformation and sustainable fashion. We definitely have a big demand in Europe, but wanted to test things out in the U.K. before expanding further.”

Aflalo said that if the pop-up does well, opening up a store in London is something that would be considered.

The 1,300-square foot showroom located at 61-63 Monmouth Street will be decorated with a “chic and minimalist aesthetic.”

The pop-up will be open from Nov. 7 through the end of December.

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