Millennials Are Spending $140 Million on This It-Girl Brand

When you can count Selena Gomez and Kaia Gerber as fans—and you're all over the feeds of Instagram It girls—you know you have something good going. Well, Reformation is the L.A.-based brand that's making it happen. Forbes just interviewed the company's founder and CEO, Yael Aflalo, and we came away with some fascinating tidbits about the cult label.

For starters, the company's numbers are seriously impressive: Forbes reports that Reformation is on track to hit $140 million in sales next year, which is over five times the sales generated in 2015. More fun facts we gleaned? Founded in 2009, the millennial-focused brand now has nearly 550 employees and raised $12 million in funding back in 2015. And did you know Reformation's clothes have a turnaround time of just 42 days from design to rack? But as Forbes reports, the current selection is just the tip of the iceberg: We can expect Reformation shoes and handbags to launch by the end of 2018. You can bet we'll be first in line for that debut.

Scroll down to shop our favorite Reformation picks right now.

Next up, shop the prettiest new flats we've seen all year (designed by Claudia Schiffer, no less). 

Opening Image: Getty Images

Erin Fitzpatrick
Senior News Editor

Erin got her start as a Who What Wear intern over 12 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.