May 26, 2017 | By WGSN Insider
‘Tis the season for party dresses, sparkly accessories and sequins to come into their own. The party season offers up a key revenue spike for retailers, with a focus on stocking and replenishing stock for the consumers looking to buy key items to take them from their work Christmas party all the way until Boxing day.
This season, Reformation, the US based retailer (known for its sustainable fashion practices and innovative brand strategy) has teamed up with singers HAIM for a capsule collection of dresses. The collection ditches overtly bling styles, for on trend velvets and silks, styled in this lookbook with the accessory of the moment, the choker.
In addition to stunning lookbook images, the brand launched the capsule collection which ranges from $118 to $498, on its e-commerce site and through all its social media channels. Despite just launching today, key pieces have already sold out and there is a waiting list for some items.
The brand is also taking a tongue-in-cheek approach to its end of year party collection promotion, with the tagline “we linked in up with the ladies of Haim to bring you the best damn party collection since our last party collection. A night to remember, a year to forget.”
The collection is available online now.
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