What happens when you combine great style, attention to detail, sustainable materials and a totally affordable price point? Reformation鈥檚 latest line, 鈥淥bvious,鈥 obviously. If you weren鈥檛 already in love with the label鈥檚 signature dresses (a fave of Karlie Kloss, Rihanna, Alexa Chung and cool girls everywhere) or their eco-concious and vertically-integrated model, you鈥檙e about to fall hard.


Obvious鈥檚 offerings include tops, skirts, dresses and jackets that can be mixed and matched in prices ranging from $28 to $178. Of course, a lower price doesn鈥檛 mean lower quality 鈥 you鈥檒l still get the clean, effortless silhouettes and flirty, feminine styles that make the brand unique, plus all the love and attention to detail that goes into the main Reformation line. The best part? It鈥檚 available now, online and in their three brick and mortar stores in New York City and Los Angeles.


We talked to founder and CEO Yael Aflalo, who told us that she was inspired to expand Reformation鈥檚 under-$100 offerings because, 鈥淎fter being a designer for years, I learned how much clothes cost to make. Our mission has always been to design for the chicest people, not the wealthiest. With Obvious, we鈥檙e able to bring awesome clothes to all markets.鈥 She shared that Reformation doesn鈥檛 just design with one muse in mind, revealing, 鈥淥ur customers are multifaceted, cool and confident, and we love that our clothing is loved by such a diverse range of women. This collection debuts with colorful styles and prints as our foray into spring this season.鈥


For customers curious about how this line fits within the overarching design principles and process of Reformation鈥檚 main line, Afalo says, 鈥淥ur design and sustainable practices remained the same with the Obvious collection. In fact, this collection includes a larger percentage of materials made in America, and then also a larger percentage of the materials are made from more sustainable fibers.鈥 While some customers might be concerned that the lower prices might mean a drop in quality, Afalo reassures us that, 鈥淛ust because it鈥檚 a lower price point doesn鈥檛 mean you won鈥檛 be getting Reformation鈥檚 killer cuts. We鈥檙e happy that we didn鈥檛 have to sacrifice style for price!鈥


Afalo says that she鈥檚 excited that Obvious will get Reformation closer to fulfilling their goal of bringing compelling, sustainable clothing to the masses, saying, 鈥淲e envision Obvious as a destination for more affordable Reformation items, and plan on providing that option for our customers as long as we can.鈥 We can鈥檛 wait to see everything that Obvious has to offer.

What鈥檚 your take on Reformation鈥檚 newest line? Which pieces are you most excited about? Tell us in the comments!