From Reformation to Obvious: The LA Brand’s New Affordable Eco Fashion Collection


Screen Shot 2015-02-04 at 8.06.13 AM

Reformation, the LA based brainchild of fashion designer Yael Aflalo, introduces a new collection of more affordable yet incredibly trendy clothes made from surplus fabrics. The breezy spring dresses, tops, jackets and skirts are mixed with impeccably cut staples that will make you pray for those upcoming sunny days.

Screen Shot 2015-02-04 at 8.06.40 AM

Reformation’s core collection consists of dresses, tops and bottoms ranging between $150 and $300 – not necessarily breaking the bank but still steep for most of us. The Obvious collection’s most expensive piece is $178 (a faux shearling coat), with most dresses and tops retailing under $100. Excited yet?

Screen Shot 2015-02-04 at 8.07.14 AM

Obvious boasts the same touch of trendy chic as the core collection with ample amounts of twirly hemlines, vixen silhouettes and vintage inspiration that always catch the eye. We especially love the $98 Andy Dress, made from silky soft and beautifully draped Tencel, and the sexy Pia Bodysuit, made from cotton and retailing at a mere $78.

Screen Shot 2015-02-04 at 8.07.01 AM

This new collection was born out of Aflalo’s desire “to make things that you would obviously want to buy at any price.” In a recent interview, the designer stated that she started the collection because of interaction with fans on Instagram: “I always read our Instagram and I respond to people and it just bums me out so hard when I read girls making comments like, ‘I love this, it’s so pretty, I wish I could afford it.’ It makes me sad, it makes me feel bad. And obviously it’s not some giant tragedy that this girl can’t afford a dress, but I still don’t love it and so I wanted to do something about it. I wanted to give those girls something to buy and a place to go.”

Screen Shot 2015-02-04 at 8.10.35 AM

Related on EcoSalon

THE RAD RETURN OF ’90S FASHION: ON TREND

7 ADORABLY CUTE CROP TOPS JUST IN TIME FOR SUMMER

7 BEAUTIFUL, COMFY, AND ECO-FRIENDLY SWEATERS

The post From Reformation to Obvious: The LA Brand’s New Affordable Eco Fashion Collection appeared first on EcoSalon.


Leena Oijala