What happens when you combine great style, attention to detail, sustainable materials and a totally affordable price point? Reformation’s latest line, “Obvious,” obviously. If you weren’t already in love with the label’s signature dresses (a fave of Karlie Kloss, Rihanna, Alexa Chung and cool girls everywhere) or their eco-concious and vertically-integrated model, you’re about to fall hard.


Obvious’s 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’t mean lower quality — you’ll 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’s 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’s under-$100 offerings because, “After 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’re able to bring awesome clothes to all markets.” She shared that Reformation doesn’t just design with one muse in mind, revealing, “Our 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.”


For customers curious about how this line fits within the overarching design principles and process of Reformation’s main line, Afalo says, “Our 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.” While some customers might be concerned that the lower prices might mean a drop in quality, Afalo reassures us that, “Just because it’s a lower price point doesn’t mean you won’t be getting Reformation’s killer cuts. We’re happy that we didn’t have to sacrifice style for price!”


Afalo says that she’s excited that Obvious will get Reformation closer to fulfilling their goal of bringing compelling, sustainable clothing to the masses, saying, “We envision Obvious as a destination for more affordable Reformation items, and plan on providing that option for our customers as long as we can.” We can’t wait to see everything that Obvious has to offer.

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