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How they potrey themselves through their social media-Reformation often uses playful, cheeky humour and doesn’t take itself too seriously, even when talking about serious topics like sustainability. For example, they say things like “Being naked is the #1 most sustainable option. We’re #2,” which is both funny and clever.

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By 2025, Reformation will be Climate Positive and by 2030, it will be part of a circular fashion system.

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Yael Aflalo

Is a California native and innovative entrepreneur who is leading the revolution of sustainable fashion through reformation

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They communicate themselves as being Inclusive, & Approachable through their captions.

like friend talking to friends

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Brand archetype - Reformation acknowledges that they have a social responsibility to be sustainable

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Collaborations

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Reformation’s visual style is clean, feminine, and simple. Their colour palette includes soft shades like beige, cream, blush, and other muted tones, with darker colours added for contrast. They use natural lighting and very little editing, which makes their feed look effortless and real. Their photos mix high-fashion quality with natural, everyday moments, showing a confident and eco-friendly lifestyle that feels stylish but still relatable.

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Reformation demonstrates sincerity and competence, as their mission is to create eco-friendly clothes, as well as being a reliable and down to earth brand.