The Boyfriend Collection: Isobel Cullen creates capsule menswear collection for Reformation

Isobel Cullen, BA (Hons) Fashion Buying and Merchandising, has developed a menswear capsule collection for womenswear brand Reformation. 'The Boyfriend Collection’ will be showcased at London College of Fashion, UAL’s Undergraduate Class of 2026 Exhibition from 13–18 July.

Ahead of the exhibition, we caught up with Isobel to learn about the inspiration behind the project, her creative process and the challenges of designing a commercially viable and sustainable menswear range.

Why did Reformation feel like the right brand?

I've worked at Reformation for nearly 2 years, so I felt that developing a menswear collection was a natural opportunity for the brand. A large proportion of Reformation's traffic comes from male consumers shopping with their girlfriends, friends or family members. However, converting those visitors into customers is difficult because there are currently very few products available for them.

Reformation's commitment to sustainability is also incredibly important and is becoming a non-negotiable within the fashion industry. At the same time, there aren't many menswear brands that successfully balance sustainability, premium quality and trend-led design. The Boyfriend Collection aims to fill that gap.

I also love that Reformation's brand identity is fun and flirty, especially through its marketing. The Boyfriend Collection felt like the perfect concept because it builds on the brand's existing appeal to female customers while introducing a new menswear offer.

How did sustainability shape decisions? Were there any challenges?

Sustainability informed every stage of the project, from sourcing and manufacturing through to marketing and packaging.

The biggest challenge came when completing my financial calculations. Making sure the collection was commercially viable while maintaining fair labour practices and responsible sourcing meant I had to think critically about the business as a whole and identify ways to reduce costs without compromising the brand's values.

As highlighted through my industry research, one of the most effective ways to reduce costs was to use Reformation's existing fabrics wherever possible. The exception was trousers, where my research showed that male consumers expected more structured silhouettes that required different fabric choices. This approach allowed me to reduce development costs while working within existing supplier relationships.

What did you learn about menswear design?

Menswear was completely new territory for me, so I knew it was essential to gather first-hand insights into the values, preferences and shopping habits of male consumers. I did this through industry interviews and a consumer focus group.

One of the biggest findings was that price plays a significant role in purchasing decisions. While sustainability wasn't always seen as a priority, framing it in terms of quality, durability and longevity resonated much more strongly with participants. That became a key focus throughout the collection.

Overall, The Boyfriend Collection is about reaching new customers while staying true to Reformation's existing identity and values.

The LCF Undergraduate Class of 2026 Exhibition is open from 13 July – 18 July 2026, Monday – Saturday, 10am - 5pm at London College of Fashion, UAL, East Bank campus.

Join us in the Ground Floor Lecture Theatre to watch the catwalk livestream. Free and open to the public; seats are available on a first come, first served basis.

• View the catwalk livestream schedule.
• Read more LCF Stories