Internet-famous fashion brand opening high-tech new store in Toronto mall

Sustainable fashion brand Reformation will soon open its newest Toronto storefront inside the Eaton Centre next week, marking its third in the city.

Known for its limited-edition collections, sustainable creations and high-end designs, Reformation's latest location will bring its wide array of apparel to one of Toronto's largest tourist hubs.

What to know about the Reformation store opening in Toronto

When will it open?

A set date has yet to be announced, but according to the brand, it plans to open the week of Aug. 31, 2026, at the Toronto Eaton Centre.

Where will the new Reformation store be located?

Shoppers will be able to find the new storefront on the top level, steps away from Zara.

What can shoppers expect at the new Reformation store?

The mall location will span over 1,100 square feet and feature the brand's beloved proprietary tech-enabled concept, Retail X. This concept brings the best of Reformation's online shopping experience to its physical store. According to the brand, this high-tech experience brings fancy features like magic wardrobes and customizable lighting.

Shoppers will be able to browse an assortment of pieces that, according to the brand, "pair modern, clean silhouettes with everyday ease, including contemporary separates, relaxed denim, and a constant rotation of new dress arrivals."

What will the store look like?

All of this can be found within a store that reflects Reformation's signature design details. In terms of its interior design, think honey oak millwork and rich mauve and root beer upholstery.

Per the brand, the interior is further enhanced by 1940s furniture, vintage Italian lighting, and custom Art Deco-inspired area rugs. Talk about chic!

Following the success of its Yorkville and Yorkdale locations, the new Reformation location will serve as a stop for a quick, current wardrobe refresh in the city.