Korea’s young female customers turn to sustainable fashion brand

Korean singer IU is wearing the Reformation Fraser Dress. [Photo captured from Plus M Entertainment Instagram]

Reformation, an American sustainable fashion brand, has gained significant popularity among young female consumers since its launch in South Korea in May and a certain item of dress, known as the IU dress, featuring a delicate floral pattern, quickly sold out upon its release and continued to sell out even after restocking.

According to Shinsegae International Inc. on Tuesday, the official importer and distributor of Reformation, the brand’s Fraser Dress sold out immediately, creating a buzz when Korean singer IU wore it to a premiere. Due to the overwhelming number of restocking requests and purchase inquiries from customers, Shinsegae International reached out to Reformation’s headquarters and conducted an exceptional restocking. However, even that quantity was swiftly sold out.

Since its introduction in Korea, Reformation has earned such popularity as it has been known as a favorite brand among celebrities and influencers, including members of K-pop idols. Vintage floral print dresses from the brand have gained a devoted following in Korea.

The brand’s commitment to the coexistence of fashion and sustainability can be attributed to its swift success in Korea within a month of its launch. Reformation believes that not wearing clothes is the most sustainable option, and the next most sustainable option is to reform them, which led the brand to undertake various eco-friendly initiatives.

Reformation makes its products using eco-friendly materials in sustainable factories with minimal environmental impact. It prioritizes small-scale production and sales based on data to minimize inventory. The eco-friendly practices align with the value-consumption trend of the young generation, Reformation’s primary target customer, and have driven their purchases.

Reformation utilizes sustainable and eco-friendly materials, such as recycled and renewable fibers, climate-positive cotton, and innovative vegan leather made from mushroom mycelium in production.