Reformation Collaboration Invites Consumers to Explore TENCEL™
There is a lot to love about Reformation. The luxe label has had sustainability as part of its ethos from the start, but it has ramped up these efforts with a “climate-positive” goal for 2025.
At Lenzing, we are proud to be one of Reformation’s sustainable material suppliers, and we’re always excited to see how the brand is using TENCEL™ Lyocell in tops, dresses, pants and—of course—denim.
In our first 360-degree co-branding campaign with Reformation, we are teaming with the brand to bring greater consumer awareness to TENCEL™. The omnichannel collaboration will span digital and in-store placements and influencer engagements.
TENCEL™ is one of the sponsors of the six-week Ref in Residence event in Tuscany, hosted at the women-owned Adriano Painting Villain Tivoli villa from June 5 to July 15. Each week of the experience, eight to 10 influencers will be invited to the villa, where they will have a chance to explore a TENCEL™ Edit collection of eight to 10 different styles. The personalities—including names like Poppy Delevingne, Lily James and sisters Danielle and Gabby Prescod—will be supplied with a closet of TENCEL™ x Ref clothing, complete with special branded hangtags. The rooms will all have a display of wood, pulp and fiber with educational messaging, and the beds will be made with sheets from TENCEL™ brand partner Sijo.
The TENCEL™ x Reformation experience is also on view in two of Reformation’s stores from June 19 to July 3: Bond Street in New York and Chelsea in London. The boutiques are showcasing a TENCEL™ x Reformation Collection with in-store signage, special hangtags and a display showing the process of making TENCEL™. Each store will also hold a one-day event featuring Italian food, bringing a taste of Tuscany to the U.K. on June 29 and U.S. on June 22.
For those who can’t make it to the stores, Reformation will be featuring an edit of 30 to 50 TENCEL™ items on its e-commerce site from June 12 to July 7. An editorial photo shoot shows some of these looks, and imagery will be shared via the brand’s e-blasts and social media.
This alliance will build an understanding of TENCEL™ fibers among an audience of eco-conscious shoppers.
“The TENCEL x Reformation summer 2023 co-branding is a great achievement for the U.S. team,” said Tori Piscatelli, regional marketing manager, Americas at Lenzing. “It is the result of a well-established and maintained relationship from the business development side, thanks to Sharon Perez and Ashley Buchalter, as well as Reformation’s dedication to integrate sustainable materials into their products and entire business model. Working with Reformation for this collaboration is a natural fit. We are proud to continue to expand our relationships with fashion leaders that are driving consumer education, awareness and loyalty to TENCEL™ fibers within our continuously growing market.”