BRAND TO DISCOVER: Reformation

Reformation’s story comes from a particular event, made of failure, disappointment and conquest, it comes the life of a woman who, following the trend from Sophia Amoruso, the founder of Nasty Gal, gaining the appellation go GIRL-BOSS.

Yael Aflalo

Reformation was born in 2009 as a small boutique the remade vintage clothes and, thanks to Rihanno and her stylist Mel Ottenberg, becomes popular conquering the most followed Instagram-girls such as Emily Ratajkowski, Kendall Jenner, Bella Hadid and the new hit-girl Kaia Gerber, Cindy Crawford’s daughter.

Lily Aldridge, Kaia Gerber, Kendall Jenner wearing Reformation

The style seems an ibrid between the L.A hippy genre and the French dream from Jacquemus. The founder is Yael Aflalo, an ex model who is just jumped in forties and decided to face another attempt in the field of fashion, after the failure of her Ya-Ya brand that forced to close after the crisis in 2008. Reformation is a brand charactererised by a fresh style, young and feminine, defined by an effortless style enriched by flirty details, in particular for evening outfits.

The real innovation brought from Reformation was to follow the eco-friendly vein, the aim for the founder was to, as she declared on the New York Times: “ an easy business that comes from the fast-fashion but with a special look to the environment” ; for this reason she made up a factory from L.A, all the products comes from eco-friendly materials, all the workers are latino-americas and the factory help them with English and they are legally assisted to gain the citizenship fast but the true revolution is connected to the campaigns promoted by Reformation to help the earth, the last id entitled ” Carbon is canceled “ and mark the fact that the factory has abandoned all the carbon emissions from 2015.

From the last campaign to help the environment.

Their slogan is Being naked is the #1 most sustainable option. Reformation is #2 summerise the identity of the brand.

Emily Rtajkowski wearing the striped jeans (160€ on Reformation)

Another purpose declared by Yael Aflalo was the one to redefine the wardrobe for women giving chance to confort and on a low-maintenance wardrobe, promoting classic and well-made pieces. As she declared: ” if Steve Jobs was renewed for his turnleneck and Nike sneakers and Yves Saint Laurent the iconic suit”, Yael Aflalo made it all on jeans, mini and midi dress to define the young woman of today.

Must have from Reformation from the latest collection: