Reformation really knows how to make people look twice.

For its latest fall campaign, the fashion label brought Olivia Jade into a polished college-inspired setting, serving up cashmere knits, tailored separates and classic preppy pieces. But one sweatshirt is doing most of the talking.

The limited-edition “College” crewneck is an obvious wink at Olivia’s very public college admissions scandal, which made headlines years ago after she and her sister were admitted to USC as rowing recruits despite not participating in the sport.

Reformation is clearly in on the joke, even calling it “the kind of crew that suits her better.”

The campaign plays into the return of preppy dressing, but the sweatshirt gives the otherwise polished collection a little internet-age mischief.

And there is a more serious reason to buy it. Reformation says 100% of net proceeds from the College Crew will go to YES Scholars, which supports college access for students from under-resourced communities.

Fashion joke, charity move, internet chaos. Reformation knew exactly what it was doing.