Reformation brought Olivia Jade back to campus. In the brand’s new “Good Sport” fall campaign, she models their latest preppy styles from recycled cashmere sweaters and accessories to a limited-edition College Crew sweatshirt (whose proceeds will benefit a nonprofit that provides educational support to students in low-income communities). If the campaign’s “back to campus” concept feels a little too on the nose, that’s because it is! The campaign is a play on Jade’s 2019 college admissions scandal, which involved her parents (Lori Loughlin and Mossimo Giannulli, if you forgot) paying $500K to help get their daughters falsely designated as recruits for USC’s crew team. It’s even referenced not so subtly in the campaign’s description: “We brought her back to campus for a lesson in dressing for sport.” (Wink, wink.) It’s certainly a bold way to revisit an old headline, but Reformation is clearly betting that someone will appreciate them turning an infamous moment into campaign fodder. (The Hollywood Reporter, InStyle)
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