It's the LA-based label that has cool girls from Sydney to London in its thrall. Worn by celebs like Emily Ratajkowksi, Rihanna and Margot Robbie (to name a few - the list of famous clientele is loooong), Reformation's stock in trade isn't just in well-cut party dresses and basics, the company also boasts an impressive eco-conscious approach to manufacturing and distribution. Here, Buro 24/7 founder Mira Duma chats with the label's creator and CEO Yael Aflalo about sustainability in fashion, celebrity fans and the future of Reformation.

How Yael Aflalo turned Reformation into an It-girl label

You started [previous label] Ya-Ya in the age of 21. What motivated you to start something of your own instead of going to work for some other label/designer?
 
Throughout my years in fashion, including my 10 years with Ya-Ya, I became more and more aware of the harmful practices my company had fallen victim to - overprinting lookbooks, wasted fabric, etc. On a work trip to China, I saw firsthand the devastating amount of pollution created by the industry and knew that I had to make a change and help break this cycle. At the time, there weren't many other brands who were making sustainable clothes that I would actually want to wear, so I created Reformation to fill this void at the intersection of design and sustainability. First and foremost, we're trying to make great clothes that everyone will love, which also happen to be sustainable.

How Yael Aflalo turned Reformation into an It-girl label

What was a turning point for you as a designer and entrepreneur that made you go for sustainable fashion?
Fashion is the third most polluting industry in the world, and the second largest consumer of water. Making fabric uses water, energy, chemicals, and other resources that most people don't think about, or ever see. There are also over 400 million people worldwide who help make our clothes - and in the worst cases, they are subject to unsafe and unfair working conditions. The invisibility of the resources and people behind our clothes makes talking about the true costs of fashion difficult.

For the average consumer, it feels abstract and definitely not a part of our day-to-day life. But we all wake up and put on clothes every day, so our decisions have an impact whether we realise it or not. We all have the opportunity to make change. At Reformation, we want to lead a movement towards a world where sustainable manufacturing is the status quo and customers can feel empowered to change the world, but not their style.

How Yael Aflalo turned Reformation into an It-girl label

You've mentioned in previous interviews that one of the turning points in your decision to create Reformation was your trip to China. As your brands grows, would you ever consider relocating the production to China?
We are based in LA and really enjoy keeping production local - it gives me the ability to be more hands-on that I'd be able to if things were made elsewhere.

How do you source the vintage pieces and materials?
We buy our vintage pieces from wholesalers across the US, and redesign these materials into one-of-a-kind pieces. Repurposed clothing can save more than 13,227 pounds of CO2 emissions per year. Repurposing vintage denim and cashmere or wool sweaters also means you get the perfect feel and fit without the carbon impact of making new materials.

How Yael Aflalo turned Reformation into an It-girl label

What were some of the early obstacles and how you manage to overcome them? 
When I used to tell people that I wanted to create a sustainable clothing company, most rolled their eyes. At the time, many eco brands weren't looking at trends or focusing on fit. I looked past the criticism and moved forward with creating Reformation. As we started to grow, we saw some challenges in creating sustainable clothing without using traditional manufacturing methods overseas, which is when we set out to create our own factory here in LA.

What are the most popular products/pieces? Do you have any items that you bring back from time to time? 
No matter the item, all of our clothing is chic and cool and I think our customers know that. While we update our styles weekly, we definitely bring back items that we see our customers are loving. We launched our holiday collection last month that did especially well with many of the pieces sold out on the website.

We want to lead a movement  where sustainable manufacturing is the status quo and customers can feel empowered to change the world, but not their style.

How does your design process look like? Where do you get an inspiration from?First, I sit down with my designers and ask them what they want to wear. Then we go through a number of sketch phases. Once samples are done, we fit various people in the office who have different body types to ensure the best possible fit. I would say that I sit in on 90 percent of the fittings, just because I want to make sure that our styles fit a variety of women and in the most perfect way.

How Yael Aflalo turned Reformation into an It-girl label

How did Reformation become so popular among celebrities like Rihanna and Taylor Swift? 
I think the reason so many celebrities are attracted to Reformation is because we continuously create great products that fit so well and are easy to wear. We make products that are sexy, but at the same time easy and chic, which attracts celebrities.

How do you learn about your customers and their preferences? Is it just through social media or something else?
We definitely use social media to listen to what girls are wanting more of. We also love seeing #RefBabes with different styles in our clothes - that diversity continues to grow with the brand - and we produce a range of styles to fit each customer.

How Yael Aflalo turned Reformation into an It-girl label

Do you think that fashion in general can become sustainable at some point? Can big brands be sustainable or the scale kills the environment? 
The industry will have to change given resource constraints and other environmental and social constraints. I think the question is more "when" - when will big brand leaders respond proactively, or will they wait until it's a matter of compliance. We're really excited about the future of sustainability and the technology that comes along with it. Our long-view is that Reformation will be a go-to fashionable lifestyle brand for all things sustainable.

Would you say that Reformation has a sweet spot between fast/street fashion and high fashion?
I think Reformation is bringing quality shapes and styles to women who are interested in fashion and trends without being 'trendy'. Most of the pieces we make you can have in your closet forever and are versatile enough to wear anywhere.

How Yael Aflalo turned Reformation into an It-girl label

You've mentioned before that you hate the idea to "sell coats in summer." This season we've seen several brands doing see-now-buy-now collection at NYFW and LFW. What is your perspective on current fashion cycle and do you think that things are changing in the industry?
I think we've seen an overall shift in retail, especially with the rise of e-commerce, where customers see something and want it now, rather than waiting six months to be able to finally buy it at a store. With our production methods, we're able to fine tune what's working, and what's not, without over-investing in unused merchandise. Because of this, we've given ourselves a flexibility that really makes sense.

What was the most valuable lesson you've learned along the way as an entrepreneur?
Don't make more than you can sell, and be fast. Opening my own factory with Reformation was the best move because there was no more sitting on inventory, and when there was demand for something, we were able to turn it around and get it back on the floor in two weeks. Speed to market is important.

How Yael Aflalo turned Reformation into an It-girl label

What advice would you give to 21 year old self? And what advice would you give to the young girls in their 20s?
I would tell myself to stick with it and encourage girls to really do what they're passionate about - if they don't like something that's going on in the world, make a plan to change it.

What's next for you and for Reformation?
We're really excited about the future of sustainability and the technology that comes along with it. Our long-view is that we will be a go-to fashionable lifestyle brand for all things sustainable. We're always releasing new, limited-edition collections and look forward to continuing to offer great sustainable products.

How Yael Aflalo turned Reformation into an It-girl label

Could you tell us more your collaboration with Patagonia?
Patagonia is a company that I've not only admired for years but also has been incorporated into my personal wardrobe, ever since I was young. It's the heritage sustainable brand that I think a lot of people have a close connection with. The feeling that Patagonia has inspired in people is something that I feel Reformation is doing today, and it's something I'd love to continue doing with other like-minded brands.

How Yael Aflalo turned Reformation into an It-girl label