Yael Aflalo on the trip to China that sparked the growth of her California-based Reformation chain.
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Yael Aflalo was on a business trip in China when her idea for a sustainable fashion label really took off. It gave her the drive to turn her single shop into the Reformation fashion label that now counts singer Rihanna, actress and businesswoman Jessica Alba and Meghan, Duchess of Sussex, as fans of its designs. These are based on eco-friendly fabrics and include leftovers destined for landfill. Annual sales are said to exceed $150m this year.
At 21, she started Ya-Ya, a contemporary fashion wholesale label, after a stint as a model. "I actually, like, walked into a store and said 'do you want to buy this skirt?' and they bought 40 of them and then 40 turned into 120." To"figure out" how to salvage the situation Yael says she"did a lot of meditating and soul searching but knew I'd get through this and it would be fine".Reformation set up Los Angeles' first sustainable sewing factory with power coming from renewable sources
"Nobody would make my clothes and I was sick if it. Instead I hired a cutter and sewer and made them in LA."
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