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Reformation Launches E-Commerce

Reformation launched their e-commerce site last night, making it even easier to acquire those geniusly reworked pieces that the store is known for. Plus, it was my first time seeing the new space (they moved from across the street in September).

The launch was hosted by actress, Zoe Kravitz. I was accompanied by the lovely Max Stein of Reece Hudson. Sophomore's Chrissy Miller was spinning. I especially loved the space for its use of my favorite accent piece—hot pink neon lights. Why WOULDN'T a store install them?

The evening also marked the launch of a limited edition T-shirt collaboration with artists Nate Lowman, Leo Fitzpatrick, Hanna Liden, and Adam McEwen . (The proceeds benefit Grow NYC, a non-profit that funds environmental programs in the city.)

Owner Yael Aflalo—the creater/designer of YaYa, AKA THE BEST contemporary line of its time—says the new space has allowed for some cool projects. "Before we had to have a really concise point of view," she explains. "Now we can have three, four or even five different point of views in the same store and it still feels right. To give the store more depth, we're going to be collaborating with all lot of our friends that are designers. Currently we have Lindsey Thornburg." There will be a new collaboration every month, including one with Veda, which will feature repurposed leather.

And we'll be staying on top of those new collaborations. Please excuse me while I try to decide which Lindsay Thornburg X Reformation cloak I want. All of them?

Reformation, 156 Ludlow St, NYC, 646-448-4925

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