Millennials Are Spending $140 Million on This It-Girl Brand

last updated 13 August 2019

When you can count Selena Gomez and Kaia Gerber as fans—and you're all over the feeds of Instagram It girls—you know you have something good going. Well, Reformation is the L.A.-based brand that's making it happen. Forbes just interviewed the company's founder and CEO, Yael Aflalo, and we came away with some fascinating tidbits about the cult label.

For starters, the company's numbers are seriously impressive: Forbes reports that Reformation is on track to hit $140 million in sales next year, which is over five times the sales generated in 2015. More fun facts we gleaned? Founded in 2009, the millennial-focused brand now has nearly 550 employees and raised $12 million in funding back in 2015. And did you know Reformation's clothes have a turnaround time of just 42 days from design to rack? But as Forbes reports, the current selection is just the tip of the iceberg: We can expect Reformation shoes and handbags to launch by the end of 2018. You can bet we'll be first in line for that debut.

Scroll down to shop our favorite Reformation picks right now.

Reformation

Laurent Top

Polka dots are as cool as ever right now.

Reformation

Tessa Dress

How could we resist a flattering wrap dress?

Reformation

Oat Coat

Meet your new favorite fall blazer.

Next up, shop the prettiest new flats we've seen all year (designed by Claudia Schiffer, no less).

Opening Image: Getty Images

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Erin got her start as a Who What Wear intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.