Monday, February 6, 2023

That Dress Taylor Swift Wore on TikTok? It’s From a Pioneering Sustainable Brand


What’s more exciting than Taylor Swift joining TikTok? What dress she wore, of course.

The 11-time Grammy Award winning Swift made her TikTok debut earlier this week—lip-syncing to Dave’s “Screwface Capital”—ahead of her new album due next month. In the video, she recreated some of her most beloved looks from her last nine albums. But her fans—more than 9 million at publishing time—seemed far more interested in the yellow dress she wore than the forthcoming album. It, ahem, sold out swiftly.

The dress

The 31-year-old unofficial queen of whimsy wore a summery, strappy, yellow sundress, called The Joyce, in a nod to the look from Fearless, her 2008 album. The dress is made by the LA-based sustainable fashion label Reformation.

The linen-based dress features a slim-fit bodice with a relaxed skirt, adjustable tie straps, and a smocked back bodice to provide a little stretch. Reformation lists the sustainability impact of all its offerings on its website. According to the brand, The Joyce saves eight pounds of carbon dioxide and four gallons of waters compared to conventional options.

Video courtesy Taylor Swift on TikTok

Reformation has long been a stalwart of sustainability. The LA-based fashion label was started in 2009 by former model and founder of defunct label YaYa, Yael Alfalo.

Alfalo’s motivation in the post-recession era was to use up the scraps leftover from YaYa; with help from some vintage dresses, she retooled and elevated sustainable fashion, earning space in stores like Urban Outfitters and Nordstrom. In the decade-plus since Reformation launched, it’s pushed the brand front and center in the sustainable-is-fashionable movement.

“You buy clothes because you really want them. The sustainability part is for us to figure out.”

Reformation founder yael alfalo

Last March, the brand launched its first foray into one of its most sustainable categories: activewear made from upcycled plastic bottles. The range includes racerback sports bras, jumpsuits, leotards, and, of course, leggings.

“We’re excited to provide our customers with a better activewear option that’s trend-forward and more sustainable,” Kathleen Talbot, Reformation’s Chief Sustainability Officer and VP of Operations, told the Observer. “The collection is made with REPREVE, a fabric that uses 100 percent post-consumer recycled plastic bottles and is 100 percent traceable from start to finish. REPREVE also allows customers to see the number of bottles recycled and the savings in greenhouse gas emissions, water, and energy for each style, so they can make informed choices when it comes to fashion.”

As Aflalo once told Vogue. “You buy clothes because you really want them. The sustainability part is for us to figure out.”

While Swift’s yellow dress is currently out of stock, you can shop Reformation’s Joyce in other styles.

The Reformation Sinead
The Reformation Rye
The Reformation Oatmeal


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