Reformation has built a reputation for clever, conversation-starting marketing, and the sustainable fashion brand’s newest college-inspired collection is proving no different.
For its preppy fall campaign, the label recruited Olivia Jade to pose on a collegiate-style campus in an array of polished seasonal pieces, from cashmere knits to sharply tailored separates. But it is one limited-edition crewneck, simply printed with the word “college,” that has sparked the biggest reaction online.
“The kind of crew that suits her better,” Reformation wrote on Instagram Stories, nodding to the sweatshirt’s pointed message.
The campaign arrives more than six years after Jade and her parents, Lori Loughlin and Mossimo Giannulli, became central figures in the widely covered college admissions scandal. Jade and her sister, Isabella Rose, were notably admitted to USC as rowing recruits despite never having competed in the sport.
Social media users were quick to catch the apparent reference. One Instagram commenter described the move as “the epitome of making lemonade out of lemons.”
“Whoever’s idea this was needs a raise,” another person wrote, while a third said they immediately “ran to the comments” after seeing the ad.
Reformation said it will donate 100% of net proceeds from the “college” crewneck to YES Scholars, a nonprofit focused on broadening access to higher education for students from under-resourced communities.
Called “Good Sport,” the Olivia Jade Reformation campaign also features the influencer using a shirt as a handbag while wearing only the Frances Low Rise Relaxed Pant.
Elsewhere, Jade offers a lesson in fall layering with looks that include Reformation’s Taylor Belted Denim Jacket and the 95% recycled Cove Cashmere Oversized Crew.
“Since you’ve been studying Olivia’s outfits for a while, we figured it was time she gave everyone a lesson in dressing for sport,” the brand wrote.
This article was written by Hannah Southwick, Commerce Associate Editor for Page Six. Hannah spies deals on actually affordable celebrity-worn styles, puts celebrities’ brands to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.