Reformation is leaning fully into collegiate fashion for its fall campaign, “Good Sport,” starring content creator Olivia Jade Giannulli. Debuting online Sept. 16, the sustainable fashion brand’s latest seasonal edit combines classroom-inspired imagery, back-to-school styling and deliberately direct copy to create a campaign centered on the idea of dressing for campus life.
Giannulli, the daughter of actress Lori Loughlin and fashion designer Mossimo Giannulli, appears throughout the campaign as the face of the collection. Reformation describes the concept with the line, “We brought her back to campus for a lesson in dressing for sport,” setting the tone for the campaign’s unmistakable collegiate theme.
At the center of the collection is the limited-release College Crew sweatshirt, which is priced at $128. Reformation’s website describes the piece as one that “suits her better than the other kind,” adding another pointed reference to the campaign’s college-inspired concept. The sweatshirt is also tied to a charitable initiative, with all net proceeds going to YES Scholars.
YES Scholars is a nonprofit organization focused on supporting high-potential students from low-income communities. Its work serves students in Los Angeles, New York City and rural Appalachian North Carolina, providing long-term support, resources and educational access through high school, college and career.
Giannulli models the College Crew with Reformation’s Jill Cropped Knit Pant, priced at $128, and Calista Flat shoes, priced at $328. The styling keeps the collegiate influence at the forefront while incorporating the polished, contemporary aesthetic associated with the fashion brand.
Another look features the Frances Low Rise Relaxed Pant, priced at $218, styled with the Barney Cotton Quarter-Zip Sweater at $198 and Kaylee Loafer at $298. The combination gives the collection a relaxed campus wardrobe feel while maintaining a more refined approach to traditional preppy dressing.
For a more elevated look, Giannulli wears the Jonie Cashmere Oversized Scoop Neck, priced at $398, with the Veda Rory Leather Short, also priced at $398, and the Kaylee Loafer. The outfit expands the collection beyond casual collegiate staples, incorporating cashmere and leather into the fall wardrobe.
The broader Fall Prep drop extends beyond the campaign’s sweatshirt and knitwear. Other pieces modeled by Giannulli include midi dresses, sweaters and outerwear, along with a small selection of accessories. The accessories lineup includes a shoulder bag, kitten heels and an embossed leather clutch, giving the collection options that move from casual daytime dressing into more polished fall styling.
With Giannulli appearing throughout the campaign and the College Crew serving as its central statement piece, “Good Sport” places collegiate references at the heart of Reformation’s fall offering. The combination of campus-inspired imagery, direct campaign language and a charitable component makes the seasonal collection as much about its concept as it is about the individual pieces.
