Reformation Returns with New Fashion Line and Sustainable Initiatives
Five years after departing from Reformation, Yael Aflalo has made a comeback with a new fashion line that is not only trendy but also embraces sustainability and luxury. The brand recently launched its second venture into the footwear category, emphasizing the importance of conscious consumerism in the fashion industry.
In a bid to revolutionize the future of luxury, Reformation introduced a shoe line in 2019, only to overhaul the business in April 2020 due to discrepancies with a third-party partner. The company then relaunched the shoe line from scratch, underscoring its dedication to quality and sustainability. Moreover, Reformation has unveiled the Ref Bags collection, luxurious, recyclable handbags manufactured sustainably in Europe.
As part of its commitment to sustainability, Reformation aims to achieve circularity by 2030, focusing on reducing virgin materials, enhancing recyclability, and minimizing waste generation. Despite the challenges of scaling a fashion business, Reformation continues to prioritize using deadstock materials and maintaining a smaller product line to minimize environmental impact.
The Evolution of Reformation and Its Impact on Fashion
Founded in 2009, Reformation has become synonymous with elegant aesthetics and sustainable practices. The brand’s clothing, known for its vintage-inspired designs and body-baring silhouettes, has captured the attention of conscious consumers worldwide. With a focus on sustainability and style, Reformation has been at the forefront of the fashion industry, leading the way towards a more ethical and environmentally friendly future.
Under the leadership of CEO Hali Borenstein, Reformation has navigated its evolution from a small apparel company to a leading player in the industry. The brand’s commitment to sustainable manufacturing has not only garnered acclaim but has also attracted significant investments, including a recent $25 million Series B funding round led by Stripes Group, with support from 14W and Imaginary Ventures, cofounded by Natalie Massenet and Nick Brown.
As Reformation continues to expand its product offerings and sustainability initiatives, Yael Aflalo’s return marks a new chapter in the brand’s journey towards redefining luxury fashion with a focus on ethics, aesthetics, and innovation.
