Permission to like what you like because you like it
Courtney Grow x Reformation collab is coming to your inbox
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June 1st it’s coming to an inbox near you and I can already imagine some of the best Reformation copy out there yet.
If you don’t know her yet, let me paint the picture. And if you do, you already know why this is exciting.
The Courtney Grow effect
Courtney is your host of the afterparty chat on IG with 22k people following along in real-time. She’s leaving voice notes while driving in her car just unpacking her day, giving fashion advice, processing moments with her kids, and being completely utterly herself.
She’s relatable because she’s perfected the art of being messy and put together all at the same time. And it works. Nothing is ever the same, but everything flows.
One photo heavy edited. The next raw. In the same outfit one piece is thrifted from eBay, the other The Row and Dorsey, all finished with $6 CVS lipgloss. Sequins for school drop-off, vintage band tees with runway pieces, things that shouldn’t make sense together but somehow do because they’re real. What she wants to wear.
Why we like her
There’s a part of her you can tell just doesn’t give a rats and everyone can feel it.
That’s the magic for her. Courtney just shows up as herself. Her casual connection with her audience across all channels feels genuine because it is genuine. These aren’t calculated moments. They’re actual life shared with zero apology.
She’s giving people permission to just like what they like because they like it.
No aesthetic justification needed. No need to fit into a lane. Just: does this make me feel good? Then it’s in.
Reformation needed this
Let’s be honest: Reformation needed a bit of love after the influx of negative reviews about product quality following the acquisition by you-know-what out of London. The brand needed someone to remind us why we fell in love in the first place. Someone likeable, relatable, and carefree.
Someone who makes you feel like getting dressed isn’t about proving something but adding fun back into your life.
Enter: Courtney.
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A match made in consumer heaven
Courtney is a brand. She has a genuine aesthetic and voice that’s completely unmistakable. the mix of these two brand personalities is exactly what consumer heaven looks like.
Because they’re hinting at adding fun back into your life. Which appears to be Courtney’s whole life motto. They’re suggesting that Reformation can be sequins for school drop-off. That it can be thrifted and luxury mixed together. That it can be thoughtful and chaotic.
That’s Courtney’s whole thing. And Reformation? Reformation just figured out that’s exactly what they need to be right now too.
Here for the copy
When Courtney touches something, the copy gets good. It’s less about sustainability points or brand values with her but about the feeling of life while doing it. Getting dressed like you’re writing your own story instead of following someone else’s script. It’s about permission.. pure permission.
And maybe Reformation’s products could use that energy right now.
June 1st
So mark your calendar, ladies, and flag your inbox. Because next week these two brand personalities are going to shake hands, and I have a feeling we’re about to be reminded that fashion is supposed to be fun. That there’s no one way to do this. That you can be lived in, playful, and have it all together at the exact same time.
Courtney Grow gets it. And somehow right now so does Reformation
