reformation
Ever since I started scouting independent designers for Trendcy online boutique which I co-own I also became more conscious shopper. I always checked fabric and stitch quality while shopping in physical stores but with experience I discovered that shopping slow, sustainable fashion brands in majority cases also means shopping better quality, fit and more unique design.
The Reformation has became one of my go to brands when it comes to shopping for dresses. This is not the first time I am posting about this Los Angeles brand. I listed them as one of my Top 10 Favorite Brands to Shop from as one of The Best Sites to Shop Boho Chic from.
For this post I styled my Summer go-to pieces into a casual but romantic #ootd for exploring Barcelona.
This large, round raffia shoulder bag has became my everyday bag this Summer. I use it to carry groceries, fruit, vegetables and flowers from the market as well as beach towels and my beach essentials.
The day when we were shooting this in Barcelona close to magic fountain and history museum another mini storm was about the break out with quick shower to cool off hot Summer streets. The bellow Hitchcock movie set like shot was taken as my friend and photographer Andrina was loosing patience trying to take a good shot while tourists were franticly trying to find cover before the rain starts so they continued to end up in our frame. At the same time I tried to warn her when a 'new batch' of tourists were about to 'photo bomb up' - thus we got a photo as bellow.
As always, after the rain, sun comes out along with the calm. Despite the ruined hair we kept the good vibe of this shoot and snapped another few pics before heading home.
All photos: Andrina Peric
BEST FALL VELVET COLORS
VELVET ACCESSORIES
Big designer name brands like YSL, Ralph Lauren, Charlotte Olympia, D&G and many others always find a way to incorporate this luxurious fabric into their collections both when it comes to clothing and accessories. I love burgundy red backpack for this Fall.
When it comes to velvet accessories you should take a special care of them as this fabric is much more delicate then leather. Although velvet shoes may look very cool as they age, purses you should be careful not to wear them tightly close to your body as the fabric might shed.
WHERE TO SHOP VELVET PIECES
FREE PEOPLE - Vienna Mini Dress, Velvet Brim Hat, Red Velvet Jacket and a closet staple Velvet Maxi Slip.
HOW TO CARE FOR VELVET?
Whenever in doubt on how to care about a velvet clothing piece or accessory always take it to professional dry-cleaners. Use a steamer to remove mild creases. Turn the garment inside out and point the nozzle of a steamer at the creases and folds. You may also hang the item in a steam-filled bathroom.
MidSummer Dream Dress Brando Lace Up Cut Offs
Photo source: Reformation Facebook site
"Our (Reformation's) cotton t-shirt takes six gallons of water to make,
where as a typical cotton t-shirt, takes six hundred gallons."
Yael Aflalo, Reformation owner
I haven't had a love at first sight with a fashion brand since I started working in Rugby Ralph Lauren years ago - a collegiate Ralph Lauren brand which is now closed (RIP Rugby). A while back I came across a street style photo of this maxi leopard print sheer dress with open back on some blog and could never find who was it by until I was looking online for a new dress to wear to a wedding I went to earlier this month and FINALLY I found the Reformation fell head over heels in love with this brand not only with their amazing clothes but also with their brand and what it stands for. Wanna learn more about this brand? Read on.
So... Reformation is founded and owned by beautiful and funny Yael Aflalo and their brand stands for sustainable fashion. Previously she owned a typical fashion brand for 10 years, called Ya-Ya but she new that she wanted to start a new company with hopes to change the way fashion industry impacts the environment but keeping the fabulosity of the clothes they produce. So she did.
Video via www.frank151.com
"Yes, we want to make a world a better place, one dress at a time."
Reformation is an environmentally sustainable fashion brand that re-purposes vintage and surplus materials (using over 80% reclaimed materials in all their products) to create a chic, limited edition collection made locally in their New York and Los Angeles studios and sold directly to their own stores at fair price. They concept and produce their collections in just a few weeks.
"A typical clothing company puts their stuff in plastic, and then in another plastic bag, and then puts it on a hanger, and then puts it in a box, and then ships it out. We use laundry bags instead; we don’t use any plastic throughout the process."
Reformation online shop has three collections you can shop from standard, curated and refashioned.
Standard pieces are made exclusively from vintage garments after their cleaned, sized and modified into new designs.
Curated collection is one-of-a-kind re-purposed vintage, there pieces are given that special Reformation touch but it's vintage tailoring is preserved.
Refashioned collection is made both from vintage clothing materials and dead stock fabric and these are the styles which you could not find in vintage collections and this line caters to all of us who like vintage but want to have a more modern silhouette. These pieces are also a limited edition.
" Fashion industry is the second largest user of water in the world after agriculture, so literary it's like strawberries and oranges and then dresses. It's insane amount of resources going into it."
As those who read my blog a lot know, I am quite passionate about sustainable fashion and vintage pieces and I have been writing about it on my blog before and interviewing designers like Ada Zanditon who are committed to produce sustainable pieces, but I am also very passionate about good quality fabrics, tailoring and fit and these passions and demands of mine haven't been easy to find in one brand, this makes my excitement of finding Reformation event bigger! On top, I absolutely adore the sense of humor and energy I get from following this brand!
"I want Reformation to revolutionize fashion,
I want to change the way the people buy clothes."
Yael Aflalo, Reformation owner
So keep up with the good work Reformation ladies! I will continue to follow your work and continue ordering your pieces!
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