Photo by Celeste Slomon.
Photo by Celeste Slomon.

Yael Aflalo, eminently cool founder of the of cult-favorite fashion label Reformation, has managed to build an eco-friedly, affordable essentials empire in just a short six years. Rihanna and Karlie Kloss are fans. The secret to her success? Aflalo has taken her personal Los Angeles cool-girl style, which revolves around vintage Levi's, vegan leather jackets, and body-hugging basics, and translated it for the masses. Today, you won't find yourself at a New York holiday party without a gaggle of girls dressed in plunging velvet necklines or a gingham romper and that's all thanks to her and the hold her store has on young women's imagination.

Occupation: Founder and chief executive of Reformation

Three words that describe your style: Effortless. Feminine. Short.

Daily uniform: A Reformation dress and a great pair of shoes or vintage jeans, a Reformation tee, and a leather jacket.

Preferred footwear: Flats, because I’m already so tall.

Finishing touches: A men’s vintage watch.

Nighttime look: Low and loose.

Style icons/inspirations: Bianca Jagger

Best recent discovery: Kari Gran Lip Whip

Favorite stores: Whole Foods and Net-a-Porter

Photo by Celeste Slomon.

Style pet peeve: Not dressing for your body type

Last purchase: I always spend my money on shoes. I most recently purchased the Chanel Two-Tone Slingbacks.

Lusting after: I’m on the hunt for a chunky pinky ring.

What’s always in your bag: Bose noise cancelling headphones, my laptop, and Clarins Beauty Flash Balm.

Something you would never wear: Really girlie dresses. I look ridiculous in them because I’m so tall.

Most prized possession(s) in your closet: A vintage black Dolce & Gabbana cocktail dress that I’ve been wearing for a million years and I still feel like a sexy '80's lady in it.

Winter wardrobe must-have(s): I’m layering our Reformation tees with everything - sweaters, floor length coats, leather jackets. They’re perfect for L.A., where the weather can change in an instant.