In September 2025, Reformation introduced a campaign and product collaboration with creator, Nara Smith. The partnership marked Nara’s first-ever apparel collection and marked Reformation’s latest example of partnering with a culturally relevant, viral personality.
Known for her elaborate “made-from-scratch” cooking videos and over-the-top wardrobe, Nara Smith brought a distinct, memorable energy to the partnership. Reformation saw the opportunity to tap into her loyal audience, one that extends beyond the traditional fashion demographic, to build brand awareness and cultural buzz. The collaboration also offered her loyal follower base a new lens into Nara’s personality beyond the kitchen.
The resulting collection and campaign fused Reformation’s signature vintage-inspired aesthetic with Nara’s theatrical, if slightly impractical, style. Staying true to Reformation’s ethos, the entire collection was designed with sustainability in mind. From regenerative and recycled wool, low-impact materials, and more, the collection continued to prove Reformation’s belief that fashion and sustainability can coexist. As part of the launch, Reformation and Nara co-created a short film, “Followed,” that mirrored the campaign’s whimsical, nostalgic and Hitchcockian aesthetic. The film itself helped bring the collection to life through playful, stylized storytelling that poked fun at both the brand and Nara herself, and was distributed across social channels and premiered at a live launch event in New York City.
Reformation saw an opportunity to tap into Nara’s highly engaged community in a way that felt authentic to her world, while staying true to Ref’s position as a fashion authority known for cheeky, unexpected campaigns. Rather than a traditional influencer collaboration, the partnership was treated as an all encompassing creative moment—one that felt interesting to Nara’s audience but also organically rooted in Reformation’s brand DNA.
The collection was shot in upstate New York, a deliberate choice that reinforced the campaign’s nostalgic and slightly mysterious tone. The setting drew direct inspiration from The Birds, Nara’s favorite film by Alfred Hitchcock, and echoed its sense of 1950s glamor.
A defining element of the execution was the campaign video, which intentionally pulled back the curtain on Nara’s carefully constructed online persona. Conceptually, the creative leaned into the idea of being “followed” online—bringing that to life cinematically with a short film (appropriately called “Followed”) inspired by Hitchcock's The Birds. The storyline played into Nara’s role as a viral creator and the contrast between perception and reality in a digital era. Through subtle, self-aware humor, the film challenged common assumptions about internet personalities and invited audiences to reconsider their perspective.
Known for her soft-spoken voiceovers and hyper-polished domestic scenes, Nara appeared in a more raw, unfiltered form—speaking loudly, ordering a fast-food meal through a drive-through, and moving through everyday moments without her familiar polished aura. This creative choice added depth and a layer of unexpectedness to the campaign, while pulling audiences in by offering a version of Nara they had not seen before. This contrast between fantasy and reality mirrored the collection itself: theatrical and nostalgic, yet classic and wearable today. By embracing the synergies between both audiences, both visually and narratively, Reformation delivered a partnership that was unexpected, authentic and culturally relevant.
As the most-followed creator Reformation has partnered with to date, Nara Smith delivered unprecedented reach to the brand. The collaboration became one of Reformation’s most successful campaigns to date. From launch, the partnership generated immediate momentum and organic buzz across social platforms. The initial Instagram launch post surpassed 1 million views within the first few days, quickly signaling strong audience interest and engagement. In parallel, Nara’s TikTok campaign video garnered 700K views and 152K likes within just six hours of publishing—demonstrating the speed and scale at which the content resonated with her highly engaged audience.
The collaboration ultimately became Reformation’s highest engaged brand campaign on socials in 2025, reaching a total of 2.2 million users and generating 102K likes across platforms. The launch post specifically ranked as Reformation’s top viewed and most-commented post of the year, reflecting not only reach, but deep audience interaction and conversation. The campaign surpassed the social performance of previous high-profile celebrity partnerships, including Pete Davidson, Devon Lee Carlson, and Camille Rowe, setting a new benchmark for creator-led brand storytelling at Reformation.
Beyond the standout metrics, the partnership succeeded in authentically introducing the collection to millions of consumers while preserving Reformation’s core values of trust, relatability, and transparency. Nara’s organic integration of the brand allowed the content to feel native to her platforms, reinforcing credibility and driving meaningful engagement and cultural relevance.
