Reformation has quietly been asking TikTokers to remake their viral videos while wearing the brand's clothes. The company said it's 'flattered' someone noticed.

• Reformation has been asking online creators to remake viral videos for the brand's social media.
• The brand told Insider they are "flattered" that people are starting to notice the strategy.

Fashion brand Reformation has quietly asked online creators to remake their viral videos while wearing the brand's clothing for a social media campaign.

The brand told Insider that it's "flattered" people are starting to notice after social media consultant and writer of the newsletter "Link in Bio" Rachel Karten first flagged the strategy in her newsletter on Substack.

"We're always testing new and different ways to work with creators, whether through strategic product placement or original content," Reformation said in a statement shared with Insider. "We're flattered that a social expert like Rachel noticed."

Karten said in her newsletter that she recognized several creators on Reformation's Instagram feed and thought the videos the company was posting seemed familiar.

"If you scroll through Reformation's Instagram feed you'll notice they have lots of relatable sketches, interesting stunts, and generally funny videos all featuring a creator you might vaguely recognize from recently going viral," Karten wrote. "Like me, you might even recognize the entire, word-for-word video concept. The only difference in all of the videos is that they are now wearing Reformation."

Karten said she first noticed Reformation's new social strategy when a March video on Reformation's Instagram "caught my eye."

The video, Karten wrote, was of a woman talking about dating. The woman in the video proceeded to show a Hinge profile of a person standing on a horse.

Karten said she recognized the video, and after doing some digging, she realized she had seen "the same video by the same creator" on their personal TikTok profile in January.

"The only difference between the two videos? In the second video the creator is wearing Reformation's Bailey Knit Top," Karten said.

Karten then pointed to another example on the brand's Instagram: A recreated version of a video creator Michael Incognito posted to his TikTok in January.

In his original post, Incognito was wearing a black t-shirt. In the new version on Reformation's Instagram, he's wearing the brand's Will Oversized Shirt in black, Karten pointed out.

Karten said Incognito's original post gained 2.6 million views and that the new version posted by Reformation has already racked up nearly 1 million views.

Karten declined to comment further to Insider, but she called Reformation's strategy "sneaky and smart" in her newsletter.

"The content is also almost guaranteed to perform since the original version was already proven on a different channel," Karten wrote. "The risk? People like me recognizing the video and getting a Mandela Effect vibe from it."