"When I see thousands of the same dress on a rack -- it doesn't matter how beautiful it is -- I don't want it," says Yael Afalo, the founder of Reformation, a clothing store that caters to urban It girls. With boutiques in Manhattan and LA, celebrity clients include Taylor Swift, Karlie Kloss and Rihanna.
Truthfully, I don't share Ms. Afalo's sentiment. If an outfit is well-made and cute, I don't care if the whole world is wearing it, but then again, I wore a school uniform in my formative years. Sooo, such things don't faze me.
Reformation became famous for its one-of-a-kind party dresses. Later on, the shop added short dresses, jumpsuits, tops and trousers -- all of it, very wearable, chic and environmentally sustainable. The company only uses eco-friendly fabrics and practices.
If you are the type of woman who likes to turn heads, Reformation has the inventory for you. The retailer specializes in long, slim dresses with flowing material. Also, vintage pieces are remade into gorgeous modern ensembles.
The brand is exclusive because clothing is made in limited quantities, only 40 pieces per style, according to the founder (as reported by The New York Times). A large design team has a quick turnaround -- small batches of new styles come out every 2-5 weeks; and garments sell out likedly-split-fast.
The cheaper end dresses range from $78 - $98, while the party dresses run from $160 - $350.
The Lower East Side shop is fabulous fun to visit. The sales associates, while friendly and helpful, leave you alone to browse. It's a must stop on your Manhattan to-do list. There is also free worldwide shipping if ordering online.
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