Reformation is a sustainable fashion brand for women. It’s gained extreme popularity over the past few years as a result of various factors that play to the consumer’s hedonism and image of themselves. By wearing Ref, women feel like they’re making a deliberate choice to be environmentally friendly: each piece of clothing comes with a tag that tells you how many pounds/gallons of carbon dioxide, water, and waste you’re saving. The brand is also worn by celebrities from Meghan Markle to Emily Ratajkowski; the celebrity stamp-of-approval validates the desire to be seen as “fashionable” and “cool.” On the branding side, Reformation also does a great job at customer engagement through their loud and cheeky marketing: their slogan is “Being naked is the #1 most sustainable option. Reformation is #2.”, and their advertisements feature witty taglines like “Shades of beige: a new, mildly erotic book series” and “Since people just won’t stop getting married, we’ll keep making wedding appropriate dresses.”