5 posts tagged "Reformation"
Cole Morrall and Natalie Mauro’s design partnership was born out of a shared affection for the bizarre. “We were introduced by a friend in L.A. who thought we would get along really well—Nat was reading a book on serial killers and Cole was reading a book on decomposing bodies,” the women behind the Bones and Feathers Collective jewelry label tells Style.com. “It was kind of a creepy love at first creative sight.”
The results of their collaborative efforts are a perfect reflection of their joint penchant for creepy. However, it was their side project creating floral headpieces that first caught people’s attention. (Kate Bosworth wore one to Coachella in 2010 and after that, they caught on like wildfire.) “We don’t really advertise the flower headpieces anymore, but we are beyond happy to make them for people that contact us directly,” says Morrall. “People still reach out to us to make them for photo shoots, birthdays, weddings, and of course, Coachella.” They have since returned their focus to creating their men’s and women’s line of snake vertebrae (no, not real vertebrae, just metal casts of them) bracelets, rings, and earrings, which is already stocked (and selling well, we’re told) in small quantities at Tenoversix in L.A. and Reformation (in the New York and L.A. locations). Of their 50-plus-piece Fall collection, the pair, neither of which has a formal fashion background (Natalie majored in visual arts in college and interned at Nicole Miller and Marked Showroom, while Cole studied dance and anthropology), explains, “We were really inspired by classic men’s accessories, androgynous women, Hitchcock heroines, and Georgia O’Keeffe post-1929.” Their take on those inspirations is a series of fox bolo ties, single snake vertebra and suede bracelets, and snake vertebrae collar clips—all the offerings come in an array of gold, pewter, and brass metal, combined with suede and leather. The fox double-knuckle ring and the weighty multi-vertebrae necklace (pictured, left) are both standouts, but many of the smaller, single-vertebra pieces make for great stacking and layering. As for what’s next, they are exploring collaborations with L.A. brands and working to expand the men’s side of the brand.
With a unique mix of reclaimed, vintage, and original designs, Reformation has long been a reliable destination in Los Angeles for sustainably sourced style. Under creative director and owner Yael Aflalo, that concept has expanded into a new, 2,000-square-foot space on Melrose Avenue made largely of birch wood, which is considered to be the most sustainable hardwood on the market. “The ethos has shifted from Reformation being just a clothing store to it being an intersection between design and sustainability,” Aflalo explained at last night’s opening party, pointing out the eco-friendly clothes on the racks as well as their surroundings, like the wall of natural greens and the eco-lighting running throughout. “Everything that I pick has those two elements.” (Just last year, she made the same jump to eco-friendly decor and building materials at the New York Reformation store.) While longtime fans of the brand like Scott Caan, Shenae Grimes, and Jessica Stroup took note of the new offerings, like the Reformation HOME collection, the label’s newly inducted eco-apothecary Naked, and fresh pressed juices, a few in the crowd admitted to being newcomers to the Reformation story. Fashion Toast’s Rumi Neely revealed she was unfamiliar with Reformation, but she liked what she saw. “I’m always drawn to this pseudo-vintage but still very modern aesthetic, so I feel like it just really gets my style,” she said, eyeing the brand’s latest designs made of recycled materials, repurposed leather, and deadstock fabric. And soon, there could be even more where that came from: Aflalo is already considering opening a second New York store.
Reformation, 8253 Melrose Ave., L.A., (323) 852-0005, thereformation.com.
The Lower East Side-based shop Reformation debuted an expanded store space on Ludlow Street this summer. Next week, Reformation will celebrate the launch of its Web site, TheReformation.com, with host Zoë Kravitz. For the occasion, artists Nate Lowman, Hanna Liden, Leo Fitzpatrick, and Adam McEwen designed funky, limited-edition T-shirts to benefit Grow NYC. Reformation gave the artists total creative control of the shirt designs, simply asking them to create something that expressed the artists’ current state of mind. Here, Style.com has the exclusive first glimpse of the shirts before they go on sale on TheReformation.com on October 26.
Is it possible to fall in love with a store? Like, to love it so much you’d actually marry it, if you could? Reformation, open as of May on the Lower East Side, is a store many girls will want to take as a bride. The brainchild of YAYA designer Yael Aflalo and her former designer Chi Bui, Reformation specializes in remade vintage—a concept that’s been around for a while, but not quite like this. Aflalo and Bui are, for the most part, thrift-shopping for fabrics: deadstock textiles, leftovers from designers’ collections, naff old looks in a great material. Then, in essence, they start from scratch, re-patterning and sewing up stuff that’s bang-on trend and looks like it should cost a lot more than it does. Think leather-paneled bike shorts, bias-cut silk tanks, strong-shouldered lace minidresses. Aflalo works out of the back of the Ludlow Street storefront; Bui out of the Reformation boutique that opened in Los Angeles this past September. Most pieces come in multiple sizes and the store will alter anything that doesn’t quite fit. In short: Marry me. “For me, it’s a green thing,” Aflalo explains of her inspiration in launching the new brand. “There’s so much stuff out there already, why buy anything new? Some pieces we find, the look is kind of there. Other times, we’re starting from zero. What I like,” she adds, “is being able to make pieces I want to wear right now. Nothing too complex, just the kind of thing you’re always going to have room for in your wardrobe.” I do.