Reformation

Interviews Style

Yael Aflalo Is Building an Eco-Friendly Fast Fashion Empire, and It Looks So Good

In the early days of going green, sustainable fashion was anything but stylish. “One of my goals for creating the line was to change that stigma, that eco-friendly can’t possibly be cool,” says Yael Aflalo, CEO and cofounder of Reformation, the perennially on-trend label of vintage-inspired sundresses and baby tees. When the former model first set out to establish her green brand, she was encouraged to downplay her Earth-conscious initiatives for fear that “people would automatically roll their eyes.” Nevertheless, Aflalo persisted, creating her It label and proving that you can change the world without sacrificing your style.

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