Just in time for a summer dominated by soccer fever, Reformation is proving that spectator style deserves just as much attention as the action on the pitch.
Launching June 22, the cult-favourite fashion brand’s latest collaboration with iconic British sportswear label Umbro reimagines heritage athletic wear through Reformation’s unmistakably cool, feminine lens. The result? A limited-edition collection that feels equal parts football nostalgia and off-duty It-girl uniform—designed for those who may not be taking the field, but certainly know how to command attention from the sidelines.
Think slinky knit dresses, sporty jersey tops, relaxed shorts, track-inspired trousers, and lightweight outerwear that transitions effortlessly from stadium seats to patio cocktails. Captured on model and longtime Reformation muse Devon Lee Carlson, the campaign embraces the playful confidence of dressing for the occasion—even if your primary qualification is knowing where to find the best seat in the pub.
The collection’s standout pieces include the Hudson Knit Dress, a body-skimming take on sports dressing; the Noah Crew Tee and Theo Jersey Top, which elevate classic fan gear with a fashion-forward sensibility; and the Aitana Pant and Scottie Short, both destined to become summer staples. For cooler evenings and unpredictable forecasts, the Ayer Jacket and Valeria Anorak deliver a polished finishing touch.
In keeping with Reformation’s commitment to more thoughtful production, the collection is crafted using deadstock athletic materials, delivering the nostalgic feel of classic sportswear without producing new synthetic fabrics.
It may not come in your team’s colours, but that’s beside the point.
As the FIFA World Cup excitement builds and sports fandom continues to influence everything from street style to luxury runways, Reformation x Umbro makes a compelling case for embracing your inner spectator. Because if last summer’s Courtside Collection taught us anything, it’s that watching the game can be just as stylish as playing it.
After all, when the outfit is this good, everyone wins. —Noa Nichol
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