Lately, shopping at Reformation has been every girl’s obsession. From NY to LA, you cannot walk into a party, hip restaurant or gallery opening without spotting several girls in Reformation. With the most flattering silhouettes, you walk down the street and automatically radiate confidence, and guess what, you’re also helping mother earth while looking this damn good. Win-win.
What piece from your collection can’t you live without?
Our classic Citrine dress and new Viper dress are pieces every girl should have in their closet. We call them “sack dresses” because they’re easy, breezy, loose fittings dresses that you can just throw on. But they’re also sexy and can be styled with pretty much anything.
Who are your fashion influences?
I am most influenced by the women around me. Friends, coworkers, even women I see on the street — nothing is more inspiring than an effortlessly chic lady walking by me. And there’s nothing more gratifying than designing something and having my friends buy it. Or better yet when all the girls who work at Reformation fight over it!
What type of women do you see as your customer?
The women who shop at Reformation aren’t of a specific ‘scene’ or even age group. What they have in common is attitude. We call them Refbabes — it’s all about undone sexy chic. They’re not overly done or perfect, but they are seductive and stylish. Our customer is strong and not afraid to show their femininity and sexuality.
Who’s your favorite woman in fashion?
I read a really interesting article about Jenny Lyons in Fast Company. I’m inspired by what she’s accomplished. I’m half creative and half business minded so I imagine we think alike. Some of my other favorite women in fashion are the icons: Jane Birkin and Bianca Jagger in the 1970s in the south of France.
What’s the best part about being a woman in fashion?
A lot of fashion brands that are eco don’t do a good job of it. A lot of them don’t care about design or style — so they make something eco, but it looks terrible and nobody wants to buy it. As a woman I know what I want to wear, what my coworkers and friends want, what our customers want. I want to make clothing in a responsible way, educating the consumer and offering them an environmentally conscious alternative to the highly toxic status quo of fashion. But none of that will matter if we’re not making things our customer wants to