The team of young designers and thinkers at Reformation are vanguards in the steady mounting eco-friendly fashion movement, and Yael Aflalo is the brains behind the whole operation. As Creative Director at Reformation, Yael is living out every girl’s childhood fantasy – hell, she’s living out mine right this second. The brand takes dated vintage and surplus materials and repurposes them into really rad modern pieces. And because it’s recycled goods, you don’t have to feel guilty about caving in on your stinging urge for retail therapy. Yael was kind enough to lend some time out of her busy schedule in the midst of all the chaos of New York Fashion Week to talk with us about the inspiration behind Reformation, the fashion industry’s trajectory towards more socially and environmentally conscious designs and, most important, lust for a certain supermodel’s ’90s gear.
What’s the meaning behind the name Reformation?
It’s from the religious context. We aimed to create a reformation in fashion. A rejection of the status quo and simplification of a wasteful and overly complicated system.
Our quality, fits and consistency allow us to compete as a true “brand,” not simply a collection.
How did your love for vintage clothing begin?
A desire to dress unique.
What sets Reformation apart from other “vintage renewal” collections and companies?
Our design aesthetic is by far the best in this area. We have three different collections all utilizing vintage-unique designs, curated items and standard pieces. Our quality, fits and consistency allow us to compete as a true “brand,” not simply a collection.
Do you think the fashion industry is moving towards a trend in more socially and environmentally conscious designs?
I fucking hope so. Fashion is second only to oil as the most polluting industry in the world. That’s so scary and irresponsible.
Who are some of your favorite designers?
Alex Wang, Roland Mouret, The Row… I love Alaia and Chanel shoes.
Whose closet would you absolutely love to raid?
I want to say the Olsen Twins, but I’m like six feet tall so that’d be like doll clothes on me. I love the ’90s right now so I’m going with Elle Macpherson and hoping she kept all her ’90s supermodel gear.
I want to revolutionize sustainable fashion. I want to educate the consumer and offer them an environmentally conscious alternative to the highly toxic status quo of fashion.
What’s the most memorable vintage 
piece you’ve ever found?
I’m not like that. I literally can’t remember what I wore yesterday.
How does Reformation compare to your first fashion line, Ya-Ya?
Reformation is a more mature design aesthetic. It’s much more paired down. At Ya-Ya I was a new designer eager to flex my creative muscles. At times Ya-Ya was overly designed. Now I design with a “less is more” attitude.
Who is the Reformation customer?
I think she’s a badass urban creative type that lives freely but not neglectfully.
Any advice for young designers and vintage lovers who may want to start their own line?
Make decisions with your head. You can’t avoid math. If you can’t count, don’t start your own business.
What’s in store for Reformation’s future?
I want to revolutionize sustainable fashion. I want to educate the consumer and offer them an environmentally conscious alternative to the highly toxic status quo of fashion.
Words by: Olivia Stiglich