Reformation storefront in NorthPark Center
Southlake Town Square is poised to welcome a new fashion brand this fall.
Reformation, the Los Angeles–based women’s clothing label known for its vintage-inspired silhouettes and sustainability-focused approach, is expected to open its boutique at 213 Grand Ave. E later this year.
A favorite among A-list celebrities and style influencers, Reformation has built a loyal following for its eco-conscious fabrics and feminine dresses that blend vintage charm with modern ease. Fans of the brand, like Taylor Swift, Kaia Gerber, Emily Ratajkowski, and Olivia Rodrigo, are frequently spotted wearing its denim, knitwear, and signature floral dresses.
According to a filing with the Texas Department of Licensing and Regulations, the new store will occupy approximately 2,000 square feet — taking over the current location of Peloton, which has been closing several larger-format retail spaces nationwide. Renovations are scheduled to begin in June and are expected to take about three months.
Founded in Los Angeles, Reformation has built a devoted following for its feminine, old-world aesthetic and environmentally conscious production practices. The brand has steadily expanded its retail footprint in recent years, with Texas locations already operating in Dallas, Austin and Houston.
In a January interview with Time, Reformation CEO Hali Borenstein noted that expanding retail stores remains a key part of the company’s strategy. “Having more stores has been very successful,” she said. “It’s a great way to bring our product and our voice to local communities.”