Eco-Friendly Label Reformation Opens New Shop With Touch Screens and "Sexy Time" Lighting

Reformation at Platform - Publicity - H 2017
Courtesy of Reformation

Founder Yael Aflalo chats about her new space located at Platform.

Reformation is expanding its presence in L.A.

The eco-chic label founded by Yael Aflalo in 2009 is now open at Culver City's Platform development, set up across from healthy eatery Sweetgreen and located within the same outdoor plaza as Aussie beauty brand Aesop and men's boutique Magasin. So, why Platform? According to Aflalo, proximity to the Reformation office was an important factor.

"Our offices are upstairs," Aflalo tells The Hollywood Reporter. "It's so helpful to have a store really close to our office because we're in there all the time, trying on clothes and interacting with customers. One of our goals was to have a fake store in our office, so as we expand our stores and test out new ideas, we could keep tabs on it. I was like, 'This is perfect: We don't need a fake store. We can have a real one.' "

It's a real one, indeed, and one that comes equipped with a tech-enabled shopping component.

"Every interaction in the store is tracked through our proprietary system, and you can create dressing rooms via touch screen on our iPads or with a store associate," explains Aflalo, whose brand counts Emily Ratajkowski, Bella Hadid and Emma Watson as fans. "You're able to have a very pleasant experience while in the dressing room, which are larger, more comfortable, have more flattering light."

In addition to displaying flattering sustainable dresses (starting at $98), sexy crop tops and floral-print shirts, the 2,140-square-foot space also offers the brand's recently launched categories of eco-friendly denim (starting at $88) and vintage-inspired swimwear ($78 to $168), which Aflalo says is ideal for trying on in stores because "we have something called 'sexy time' lighting, which is actually just very low, flattering lighting, and I can't imagine a better way to try on swim than with super-dark light."

Aflalo worked with Santa Monica-based Montalba Architects in designing the new boutique, which features floor-to-ceiling windows and exposed wooden ceilings.

As one of the first individuals to introduce a sustainable (and stylish) fashion label long before it became a trend, Aflalo has been at the forefront of making sure her company uses the most efficient and eco-friendly technology to cut down on waste, water and energy footprints, especially since the fashion industry is the second-largest polluter in the world. She even opened up the doors to Reformation's downtown L.A. factory in April to let visitors see "where we produce our clothes from start to finish, including product development, cutting, sewing, packaging." (Factory tours are held on the first Friday of each month.)

Aflalo's commitment to sustainability remains unwavering, despite President Donald Trump's announcement on Thursday that he was planning to withdraw the U.S. from the Paris Climate Agreement.

"I think for us, and for me personally, it's important to battle this sense of disillusionment and to think about ways we can be helpful, like getting active in local and state governments, as well as the community," says Aflalo. "The industry needs to follow local laws, and that's really important. There's a joint coalition of companies that are sticking to the Paris Accord, and we're happy to be part of one of those companies."

She adds: "Consumers can also effect a lot of change by being thoughtful of where they spend their money. It just encourages me to spend my money more consciously and to get more involved in local and state governments that reflect my value and interest in the environment."

Aflalo shares that her next goals for the company include achieving its sustainability goal for the year and opening more stores across the country, though she wouldn't specify the next location. (Ref also has stores in New York and San Francisco, as well as a pop-up in Miami.)

Reformation's Platform space (8810 Washington Ave., Suite 102) is the first of two store openings for the brand this week; its boutique on 8253 Melrose Ave. is being relocated to 8000 Melrose Ave. That location will open June 7.