Bad Reviews, Brilliant Marketing: Reformation’s Latest Move

We’ve all read a savage product review or two. 

And while most brands bury negative feedback, Reformation printed theirs in bold.

Last week on social media, the brand leaned hard into self-awareness, posting a series of model shots, alongside some truly unfiltered customer reviews:

    •    “It was giving George Washington.”

    •    “Makes me look like a restaurant server, but not in a slay way.”

    •    “It’s giving millennials. No offense.”

The post was paired with the caption “We’re committed to self-improvement, which means we read all your return reasons. Including these ones. Thanks for the constructive feedback.”

And what happened next? Their comments section exploded, in the best way possible. 

People were obsessed with the campaign, cheering on the marketing team, tagging their friends, and asking for product details so they could purchase. 

I’m a big fan of brands that can let loose and make fun of themselves. 

Why? Because it builds trust, relatability, and actual connection. Reformation managed to take criticism, and use it to spark conversation and drive sales. It’s marketing 101: flipping momentum and making it work in your favour.

This isn’t a one-off stunt, either. Their entire brand voice is built on wit, transparency, and a bit of tongue-in-cheek charm. On their website, you’ll find gems like “Being naked is the #1 most sustainable option. We’re #2.” Or this quietly confident flex: “We make stuff you love while moving the industry forward. Not to brag.”

Every touchpoint reinforces their values of sustainability, transparency, and style. 

If you're running a brand, here are a few lessons to borrow:

  • Don’t hide the flaws, own them. Customers see honesty as refreshing.

  • Have a distinct voice, and keep it consistent across all platforms.

  • Let your community be part of the fun, even when they roast you.

Reformation's campaign worked because it was real, risky, and fun. 

Where most brands are aiming for polished perfection, they reminded us that vulnerability (and a good laugh) might be the most powerful marketing move of all. 


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