Thankfully one of the most down-to-earth Founders in the fashion industry frequently does interviews and sits on panels, speaking about the journey of her clothing line, Reformation. Yael Aflalo paints a picture of the sustainable clothing scene as a place which can be perceived as a sort of “granola” area. There is nothing fun and sexy happening in these designs. It was immediately apparent in Yael’s seriousness and poise, yet playfulness and humbleness when speaking about Ref, that she was on a mission to change this.

Shopping for sustainable clothing has proven to be a challenge not only because of the incremented prices, but simply the lack of options for the consumer who wants to do well for the environment- and their aesthetic. Many world-renowned fashion houses have been weary of their pasts, a past which has led the fashion industry to having the third largest ecological footprint on the planet. With information like this, lambskin and fur just don’t sound as luxurious. New, millennial-targeted apparel brands have seized this opportunity to change the scope of what it means to look good and do good. It thankfully doesn’t have anything to do with poor working conditions, environmentally toxic garment-making processes, and the harming of other life forms.

The cleverness in Reformations copy has ultimately changed how their clothing is perceived, which is now fit for a princess (as seen on Meghan Markle). The sexy and witty approach to talking with a consumer has broken down a barrier of whatever disconnect a potential buyer could have experienced, for the reasons of a cliché message or off-target branding. But of course, the copy couldn’t alone sell clothes that weren’t of mass appeal, in the most niche way.

Reformation has made everyone want to shop sustainably, and interestingly enough, not solely because it will be helping the environment. The clothes are delicate and are made to be suitable for a wide range of instances. The dresses always present a timeless shape and a feminine print or complimenting colour. It’s the type of garments you will see on girls ranging in skin tone and body type. There’s something about the delicacy in the garments that would attract any type of woman. Moving beyond the craftsmanship of the clothing, Ref models are stripped back and have been styled to look as natural as possible. This decision pairs seamlessly with the ethos of the brand and the look of the clothes. By having each component of the companies mission, vision, creative direction, and business model compliment one another, the chances of Reformation resonating with a global audience is an obvious and well-deserved result. Furthermore, the brand shares how much water each garment saves via its sustainable production practices; an element very few brands can include as information for their audience.

“There really should be a sustainable fashion brand that appeals to fashionable consumers, but there isn’t. I think I can do it.”

— Yael Aflalo, INC. 2018.

9 years ago Yael launched Reformation after being exposed to poor working conditions in China while being a freelance designer for major clothing brands, and 9 years later, Reformation is a pioneer for creating exquisite clothing with a miniscule ecological footprint. This page on their website is all the proof you need: https://www.thereformation.com/pages/sustainable-practices

STORIES

Reformation's Strategy for Being Leaders in Sustainable Fashion