Reformation, considered by some to be a “cool girl” fashion brand for Gen Z, has launched a new collection designed to divide its audience—legally if not literally. Launched in February, emails announcing “The Divorce Collection” promise “sexy, empowering” designs “made for women who don’t settle, in court or when it comes to clothes.” And, in an apparent continuation of the brand’s commitment to thematic authenticity, the star of the promotional campaign for the collection is LA-based divorce lawyer Laura Wasser, renowned for representing celebrities like Kim Kardashian, Heidi Klum and Johnny Depp.
In the campaign imagery, Wasser strikes a variety of poses ranging from working behind a case-file-bedecked desk to mogging in sunglasses while perched on a settee. She’s also pictured modeling the collection’s key piece, a limited-edition version of the brand’s Emma Classic Crewneck that boasts the slogan “DUMP HIM.” It’s a wardrobe essential “in case your friends keep asking you for relationship advice,” the ad copy explains. According to the site, 100% of the net proceeds of the $128 design, which has already sold out, will be donated to the Harriett Buhai Center for Family Law, an LA-based nonprofit providing free legal assistance to low-income families and children.
“I was very flattered to learn that Ref wanted me to be the face of their campaign,” Wasser says, noting that she’s “always admired their style, price points, the fact that they are Los Angeles-based and the number one sustainable fashion brand.”
Naming the Buhai Center as beneficiary was Wasser’s decision.
“As anyone who's been through a divorce knows, it is frightening, frustrating and heartbreaking—add to that, tremendous financial insecurity and you can see why our nonprofits need as much help as they can get,” she says.
While divorce and design might not seem like a natural fit for a clothing collection, it’s on-brand for Reformation, says Lorynn Divita, an associate professor of apparel merchandising at Baylor University.
“When Reformation came on the scene, it was an immediate hit with young, trendy females, and now as that demographic has matured and is going through life experiences like big breakups, Reformation is realigning its merchandise to meet the needs of its customers while staying true to its irreverent origins,” she says.
Reformation isn’t the first brand to engage a lawyer to be a face in a fashion campaign. In 2024, the music artist Young Thug chose his own lawyer, Brian Steel, to model several pieces from his clothing brand, Sp5der. If Reformation’s campaign is a success, Divita says she wouldn’t be surprised if other fashion lines started linking up with lawyers.
“This is the ultimate IYKYK,” she says, adding with a laugh, “maybe Gloria Allred is already taking meetings.”
For Wasser, the experience will remain a one-off.
“In the event anyone was wondering,” she says, “I’m not quitting my day job.”
Updated Feb. 25 to note the collection's launch.
