My blog has a vague format. Because in this structured innerweb, I find peace with blurred visual and textural content. Much like this photograph I took recently for a 4 month project I am working on (keep posted!)
The new Reformation space is sitting across from the old shop on Ludlow Street. I feel the feminine waves of lush lace, silk, cashmere and soft knit cottons as I finger through the racks. Walking into the open two-story shop in New York’s Lower East Side, I embody the way of playing dress-up as a child. Antique dressers and drawers remind me of sneaking through my Grandma’s closet to find treasures. The high ceilings collect the spacious shop, and invite me in to wonder. Mounted in the center is a boat that showcases the adventurous ground in which I have landed. As I climb my way up the stairs I begin to view a steel bed set in a mirage of lingerie and greenery to atlas place me in the most intimate setting of the shop.
photos by Andrea Zalkin
The Reformation, originated in LA late 2008 and made it’s way to New York six months later. The store has now a much larger space and even more curated and reworked vintage. Only minutes away from the Chinatown studio loft and corporate offices, allows efficient procedures from design to production. Yael Aflalo, head designer of Reformation and her team of six worked hard in creating this pioneering space. “All of us learned to sand and cut wood. Yael was hanging from the top of bars painting the racks. Even the PR girl was sanding down wood,” explains one of the girls working in the shop. Bobby Waltzer, men’s wear designer mount the boat centerpiece, while truly being a jack-of-all-trades during the move. It has been genuinely a collaborative process for everyone involved.
Three racks are now dedicated to the first menswear collection designed by Bobby Waltzer for Reformation. Waltzer, previous PegLeg designer works in a contemporary woodsman feel and adds touches of patterned collars to earth-toned tailored vintage. While the women’s Fall/Winter 2011 collection of long jeweled-tone vibrant silk dresses dangle among the women’s racks. However, the shop is not limited to Reformation garments alone. I can also find beautiful contrasts in the hanging wooden frames of the progressive leather brand VEDA’s beautiful red leather jackets, and cool leather pants peaking through silk and printed velvet tops. My eyes continue to search as I recognize the collaboration of comfortably chic cloak designer Lindsey Thornburg for Reformation. The new Reformation sets an opportunity to play dress up and feel as comfortable in the space as you would a new home.
Celebrating the Spring/Summer 2012 collection of Bernham Willhelm, designers Willhelm and Kraus use a live-installation performance to showcase the consecutive theme of pop-culture. Beer drinking, squirting sauces and girls jumping under large PVC umbrellas exclusively for A.Willhelm is well-known for the Tokyo fashion of bright color and prints with a Belgian construction from studying at The Royal Academy Antwerp. Indeed this exhibition will captivate the free mind and challenge those who keep ones mouth and mind shut.