Yael Aflalo

“Being naked is the #1 most sustainable option. Reformation is #2.”

At 21, Yael Aflalo launched Ya-Ya, her first clothing line.

Boho chic, breezy silhouettes, Southern California cool.

But on a work trip to China, she saw the industry’s dirty secret.

Factories polluting rivers, workers in dangerous conditions, endless waste.

She couldn’t unsee it.

And she didn’t want to keep selling clothes that came at that cost.

So in 2009, she started over, with Reformation.

The mission? Prove you could “change the world without changing your style.”

Reformation built its first sustainable sewing factory in downtown L.A.

Used deadstock fabric, recycled materials, and tracked the environmental impact of every garment with its RefScale.

They installed heat-reflecting roofs. Used clean energy. Even the hangers were eco-friendly.

The clothes? Feminine. Body-hugging. Viral.

It-girl favorites at weddings, rooftops, and red carpets.

Taylor Swift. Rihanna. Emily Ratajkowski. All paying customers.

By 2019, Reformation hit $150M in sales.

Aflalo sold a majority stake to Permira and stepped down in 2020.

But her story wasn’t over.

She launched Daughters Capital to invest in female founders.

Designed a lab-grown diamond collection with Leandra Medine Cohen (including a $1,200 toe ring).

And in 2023, she returned to fashion, with her most personal line yet: AFLALO.

Luxury that prioritizes the clothing, not just the handbags.

Jeans made to spare your crotch from “internal injuries” (her words).

Silk dresses that are short, sheer, and intentionally hot.

This time around, the focus is women who know who they are.

And want to feel damn good in what they wear.

Some describe it as “quiet luxury with cleavage.”

Now based in New York’s West Village, she lives in a six-story townhouse with her husband and two daughters.