Reformation brings its "magic" changing rooms to new Denver store

Eco-friendly fashion brand Reformation is opening its first Colorado retail location Friday in Denver's Cherry Creek Shopping Center, bringing its signature sustainable, vintage-inspired apparel to the area.

Why it matters: Reformation is unique from other retailers because of its tech-forward approach .

Zoom in: The Cherry Creek location will be equipped with what the womenswear brand calls a "magic wardrobe" in each dressing room.

• Customers can request new sizes or items through a touch screen.
• The Cut called it a "real-life 'Clueless' closet."

The intrigue: Reformation leverages the data it collects through its dressing room touch screens to inform merchandising decisions in new stores and fine-tune inventory based on customer preferences.

Zoom out: Like all of its stores, the Denver location will integrate sustainable elements, like vintage furniture and reusable totes, and offset its electricity usage with renewable energy.

The big picture: The clothing label's local debut is part of a global expansion in locations with a strong demographic fit and demand.

• The Los Angeles-based business will have opened 18 new stores between 2023 and the end of 2024, including in other cities like Charleston, South Carolina; Philadelphia, Detroit and Tampa, Florida.
• Meanwhile, the brand has gained more than 2 million Instagram followers and celebrity fans like Taylor Swift , Jennifer Lopez , Rihanna , and, most recently, Monica Lewinsky .

What they're saying: The cult-followed fashion brand has solidified itself as "the cool-girl label to know," according to Cosmopolitan .