If you're someone who strives to be sustainable and loves fashion, then you've probably already heard of our May Brand of the Month, Reformation.
Reformation burst into the eco-conscious millennial dreamworld in 2009. Founded by Yael Aflalo, Reformation was born in LA with a rebellious spirit and the ambition to make edgy, sexy, and feminine apparel using sustainable methods and materials, while saving retail from its doom. Entrepreneur Aflalo has managed to do just that by completely reinventing the definition of sustainable fashion and its look while modernising the way we shop in store and online. The effortlessly cool brand sells a vast selection of #insta worthy pieces like cute button downs, T-shirts with savvy slogans, modern cult jeans and silk maxi dresses with thigh high slits. A far cry from the typical fashion looks associated with eco-friendly labels, hemp, tie dye and harem pants. Aflalo’s “vintage-inspired” pieces don’t look like bad reinterpretations of something you would find in your grandma’s closet either, but modern versions of what’s trending.
Reformation’s design mission is not only to make on trend pieces but to also make effortless silhouettes that celebrate the feminine figure. They believe the perfect fit is the most important part of their clothes. Within their product range they have now launched a petites collection designed for ladies 5’2 and under, as well as a collection specially designed to fit women with a full C-DD cup. Plus, coinciding with the upcoming Mother’s Day they have just launched their Mama & Me collection of extremely cute children’s wear. These capsule collections based on body types are just the first steps in their quest to make sure women of many shapes and sizes can wear Reformation.
When dreaming up their products their process starts with the design team thinking about what people really want to wear right now. They source the most beautiful and sustainable fabrics possible to bring those designs to life quickly. Most fashion is designed 12–18 months before it’s released, but at Reformation a sketch can come to life in about a month. Because unlike other sustainable brands, Aflalo believes that the future of fashion is fast. Following Elon Musk’s First Principal Thinking, she tells Refinery 29, “Fast-fashion does not mean that it’s worse for the environment. The only examples that we have of fast-fashion are cheap companies that make clothing out of very bad materials, so we equate fast-fashion with bad for the environment or low quality, that people buy more of and throw away, creating this disposable culture.” For that reason, Reformation’s pieces are not throw-away clothes. They are made from super sustainable and strong lasting materials such as Tencel, viscose, modal, rescued deadstock fabrics, and repurposed vintage clothing. As they grow, their goal is to push harder to create more sustainable fabric options.