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- This canoe was purchased on Craigslist.
- Note the oar, which goes nicely with the canoe.
- The armoires contain lingerie from lines like Ella Moss and Eberjey.
- Staffers from the Reformation bought Turkish carpets online and cut them up to cover the stairs.
- Brooklyn's Sprout Home designed the bed plants. Doesn't this make you wish you had bed plants?
From the street, the Reformation's new shop at 156 Ludlow Street looks like just another little Lower East Side boutique. But the curbside view is deceptive. Past the entrance, the storefront opens up into a 2900-square-feet space with double-height ceilings and a mezzanine. It's an ambitious step up from the brand's previous LES location, which was only a quarter of the size, but designer Yael Aflalo has big plans to match the big footprint.
The store now carries third-party vendors and collaborations as well as the Reformation's signature re-worked vintage. Up front, armoires hold lingerie from Cosabella, Ella Moss, Eberjey, and Jenna Lee, while vitrines display jewelry from Pamela Love, Anna Sheffield, and Low Luv by Erin Wasson. Farther in, vintage Gucci heels ($180) and Coach bags sit on a filled-in canoe. And in back, you'll find checkered cloaks by Lindsey Thornburg for the Reformation. Those are slightly less expensive than her own line, but still pricey—we liked one that cost $605.
Aflalo wanted the space to feel like a home, which is why the stairs to the mezzanine are covered in Turkish carpets—she has the same effect in her house in LA. She didn't hire a decorator, instead relying on her team for help. (We got our tour from a staffer who still had paint on her jeans from the renovations. It looked very stylish.) But she did bring in Williamsburg's Sprout Home for the store's second major surprise: A four-poster bed covered in plants, which sits at the back of the second floor, looking like it's waiting for a modern Sleeping Beauty.
The shop soft-opened on Fashion's Night Out and plans to ramp up further over the next month or so. One item on the to-do list: Bring in more menswear. The Reformation launched clothes for guys when the store opened, but the collection has already disappeared from the shelves.
· All coverage of The Reformation [Racked NY]
· The Reformation [Official Site]
· Sprout Home [Official Site]