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"If McCartney is the matriarch of eco fashion, Reformation is the It girl. You've seen the cut-up-to-here dresses in the Taylor Swifts and Karlie Klosses of the world. The company's 'RefScale' lets you see the environmental footprint of every item. So you can feel better that the demure, off-the-shoulder dress saved 26 pounds of carbon dioxide, 664 gallons of water, and 3.2 pounds of waste (compared to similar dresses from conventional lines). Add to the list Alabama Chanin for T-shirts and trench coats; Amour Vert for beachy, SoCal-cool sundresses; and Mara Hoffman for clothes that you want to live in St.-Tropez, and you have the makings of a fashion trend that has nothing to do with hemlines."