Understanding operation Varsity Crew: Olivia Jade Sports a College Sweatshirt in Reformation’s Subtlety-Free Fall Campaign

With its classroom-set imagery, blunt website copy, back-to-school-esque styling and that heather gray “College” crewneck, Reformation’s fall campaign, Good Sport starring Olivia Jade, is laying it all out there, whether you like it or not.

Debuting online on Sept. 16, the sustainable fashion brand’s seasonal edit sees the content creator and daughter of actress Lori Loughlin and fashion designer Mossimo Giannulli front and center, accompanied by a campaign description reading, “We brought her back to campus for a lesson in dressing for sport.”

Central to the clothing capsule is the limited-release College Crew that “suits her better than the other kind,” per Reformation’s website copy. (As mentioned, the campaign is deeply unambiguous and not at all subtle.)

All net proceeds from said sweatshirt will go to YES Scholars, a nonprofit with the mission to identify “high-potential students from low-income communities in Los Angeles, New York City and rural Appalachian North Carolina, and provide them with the long-term support, resources and educational access required for success through high school, college and career.”

Other pieces in the Fall Prep drop, all modeled by Giannulli, include midi dresses, sweaters, outerwear and a small assortment of accessories: a shoulder bag, a pair of kitten heels and an embossed leather clutch. Visit Reformation.com to see the full campaign.