Yael Aflalo is doing things differently.
Since launching her namesake brand Aflalo in 2024, the entrepreneur and Reformation founder has quietly carved out her own space in fashion, again — one that feels more intimate, intentional and mature. Her offering of elevated, effortless clothing for the fashionable subset has garnered cult status, with notable stylists, founders and actresses among its followers. On Wednesday, the budding label will open to the public its first retail concept inside its SoHo studio.
Located on the third floor of 56 Greene Street, the sun-drenched 5,500-square-foot loft offers a selection of luxurious essentials that span cashmere knits, leather bomber jackets, French silk dresses and tailored trousers along with fine jewelry designed in collaboration with Leandra Medine Cohen. The space, designed by Nordic Knots Studio, features bespoke furnishings, including a pair of Jean-Michel Frank armchairs and sofa, a Charlotte Perriand glass desk and leather chairs, and a Hendrik Wouda wood armchair. The showroom looks more like a collector’s living room than a traditional boutique.
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Open Wednesday through Sunday, clients and passersby can try on pieces, request tailoring and even preview and preorder styles before they hit the website. No appointment is necessary.
“I just think that this studio really is an organic evolution for the brand, and something that was important was meeting our client where she is. And for her, I think having an intimate space where she can get to know the brand felt really right,” explained Aflalo.
The non-traditional storefront has been gaining traction as of late. Brands like Attersee and Sophie Bille Brahe have shops on an upper-level floor, while Adam Lippes’ uptown salon-style location occupies the main floor of a Georgian mansion on Fifth Avenue. Aflalo’s studio fits squarely into this movement, offering a more intimate, refined experience that aligns with her design philosophy.
The studio concept also allows Aflalo to maintain a more intentional rhythm. “Fashion can be a grind if you let it,” the designer admitted. “I want to make less things, but make them more beautifully, a bit more focused, and just set a pace for the brand that feels good.”
Customers who are also in a pinch may benefit from this setup. A dress that was available only on pre-order with a two-week wait time was expedited for a client who came in and pleaded that she needed it for a wedding that weekend.
Aflalo is no amateur when it comes to building brands and community. She previously founded Yaya and later Reformation, both of which gained devoted followers for their distinct aesthetics and ethos. But Aflalo is a departure, a more mature expression of her design sensibility.
The collection is available for purchase online at aflalonyc.com and in their studio starting Wednesday. The brand will launch on Moda Operandi, their first wholesale partner, on Nov. 20.
While there are no immediate plans to open traditional stores, Aflalo confirmed expansion is on the horizon. “I love stores,” she said. “It’s how I grew up shopping, and it’s something we’re definitely thinking about.”
For now, the studio offers a glimpse into the evolving world of the emerging brand.
