Photo source: Reformation Facebook site
Yael Aflalo, Reformation owner
I haven't had a love at first sight with a fashion brand since I started working in Rugby Ralph Lauren years ago - a collegiate Ralph Lauren brand which is now closed (RIP Rugby). A while back I came across a street style photo of this maxi leopard print sheer dress with open back on some blog and could never find who was it by until I was looking online for a new dress to wear to a wedding I went to earlier this month and FINALLY I found the Reformation fell head over heels in love with this brand not only with their amazing clothes but also with their brand and what it stands for. Wanna learn more about this brand? Read on.
So... Reformation is founded and owned by beautiful and funny Yael Aflalo and their brand stands for sustainable fashion. Previously she owned a typical fashion brand for 10 years, called Ya-Ya but she new that she wanted to start a new company with hopes to change the way fashion industry impacts the environment but keeping the fabulosity of the clothes they produce. So she did.
Video via www.frank151.com
Reformation is an environmentally sustainable fashion brand that re-purposes vintage and surplus materials (using over 80% reclaimed materials in all their products) to create a chic, limited edition collection made locally in their New York and Los Angeles studios and sold directly to their own stores at fair price. They concept and produce their collections in just a few weeks.
Reformation online shop has three collections you can shop from standard, curated and refashioned.
Standard pieces are made exclusively from vintage garments after their cleaned, sized and modified into new designs.
Curated collection is one-of-a-kind re-purposed vintage, there pieces are given that special Reformation touch but it's vintage tailoring is preserved.
Refashioned collection is made both from vintage clothing materials and dead stock fabric and these are the styles which you could not find in vintage collections and this line caters to all of us who like vintage but want to have a more modern silhouette. These pieces are also a limited edition.
As those who read my blog a lot know, I am quite passionate about sustainable fashion and vintage pieces and I have been writing about it on my blog before and interviewing designers like Ada Zanditon who are committed to produce sustainable pieces, but I am also very passionate about good quality fabrics, tailoring and fit and these passions and demands of mine haven't been easy to find in one brand, this makes my excitement of finding Reformation event bigger! On top, I absolutely adore the sense of humor and energy I get from following this brand!
So keep up with the good work Reformation ladies! I will continue to follow your work and continue ordering your pieces!