Reformation, the popular American retailer, is continuing its successful streak of high-profile collaborations with a new festive collection in partnership with the British brand Shrimps. Following its debut jewelry collaboration with Clare Waight Keller, Reformation has now teamed up with Shrimps on a holiday-themed range of knitwear that redefines the traditional Christmas jumper.
The collection, which launches today, 12 November, features fun and festive knits adorned with playful collars, beautiful bows, and rich, vibrant colors. According to Shrimps’ founder, Hannah Weiland, the inspiration for the capsule came from the joy of play. “We wanted to capture the fun of playing games,” she says. “Our mood board included images of puppies performing tricks, vintage playing cards, and intricate embroidery motifs.”
In addition to the stylish knitwear, the collection includes several unique gift items, such as crocheted coasters, wool headscarves, and even pet sweaters for matching outfits.
Weiland explains that the collaboration works so well because of the contrasting qualities of the two brands. “The simplicity and elegance of Reformation blends perfectly with the playful and intricate details of Shrimps,” she says. “The collaboration works because both brands’ voices shine through together. We embraced Reformation’s use of sustainable materials and classic color palettes, while incorporating Shrimps’ signature details like embroidery, lace, and ribbons.”
The collection is made with environmentally responsible fabrics, including regenerative wool and a 95% recycled cashmere blend. It offers the perfect gift for anyone looking for a blend of style and sustainability this holiday season.
For Weiland, knitwear makes an ideal Christmas gift. “A beautiful jumper is not only a cozy winter essential but also a way to feel special and stylish,” she adds. “With two young children, I often need to get dressed quickly in the mornings, and a statement knit is an easy way to feel both comfortable and fashionable.”
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