Reformation's Silky, Velvety Holiday Collection Is Here

With a campaign starring inspiring entrepreneurs in lieu of traditional models.

Grace Mahary wearing a look from the Reformation Holiday Collection. Photo: Courtesy of Reformation

Reformation has become synonymous with vintage-inspired, feminine, easygoing dresses and other apparel. The sustainably-minded brand is well known at this point for this “It-girl” aesthetic — an aesthetic that its models always embody. For the holiday season, however, Reformation has made a habit of casting women a bit outside of the typical model box. In its latest campaign, the female-founded company features four women who are impacting the world in larger-than-themselves ways:

Devaki Raj, who is the CEO and co-founder of CrowdAI, a company being used to help improve emergency response during major natural disasters.

Sarah Paiji Yoo, CEO of Blueland, which formulates cleaning and personal care products from safe, eco-friendly ingredients and eliminates single-use plastic packaging.

Eritrean-Canadian model, global activist, and certified sommelier Grace Mahary, who founded Project Tsehigh with a mission to provide sustainable and renewable energy solutions to developing countries including Eritrea, Tanzania, and more.

And Ellie Dinh, the co-founder and creative director of Girlfriend Collective, the minimalist activewear line that uses material made from recycled plastic.

They each model pieces from Reformation’s holiday collection, designed to be a go-to for your upcoming festive winter gatherings, and made from eco-silks and deadstock fabrics.

Click through the gallery below to see Reformation’s holiday campaign ladies and, below that, the full collection.