Aflalo, the luxury sportswear collection founded by Yael Aflalo, will be available on Net-a-porter, starting Monday. Net-a-porter will serve as the brand’s global digital partner and will introduce the collection to a broader international luxury audience.
Net-a-porter will carry Aflalo’s high summer collection, along with a few selected exclusive items, encompassing 18 pieces in total.
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Aflalo, creative director, founded her namesake collection in 2024 and since then has sold primarily on its website, aflalonyc.com. The brand had a small partnership last year with Moda Operandi, but now its exclusive partner is Net-a-porter, which is an ongoing arrangement.
“I feel like they are the premiere luxury destination,” said the 49-year-old Aflalo, in an interview from Milan. “At a time right now where there’s a lot of turmoil [at wholesale], they’re a very steady, consistent destination and good partners.”
At the same time, Aflalo, which is based in New York, is preparing to open its first flagship this November at 65 Greene Street in New York City, across the street from its studio at 56 Greene Street, where it has been consistently selling to customers. The new 3,000-square-foot store is being designed by Martin Brûlé Studio.
The high summer collection includes satin cargo shorts, plissé dresses and sets, surf-inspired capri shorts, signature Aflalo styles like the Lolana Pant in new colors and the Audra Jacket (a satin bomber), which is a refreshed summer version of its Zadie leather jacket.
The Audra satin bomber jacket. Courtesy of Aflalo
Brigitte Chartrand, chief buying and merchandising officer at Net-a-porter, said, “We are thrilled to welcome Aflalo to Net-a-porter. Effortlessly sexy, modern and timeless, the brand brings a fresh perspective to occasion dressing that feels like a natural addition to our offering. We’re so excited for our customers to discover the brand.”
Aflalo described her customer as a woman like herself. “I guess that I’m the target customer. It’s me and my friends, and the mothers of the girls who go to my daughter’s school,” she said. She said the line is aimed at the luxury consumer, and it’s manufactured and made out of all luxury fabrics from luxury mills. However, “since we’re a direct business, our price point is a bit friendlier than the luxury price point,” she said. The brand just moved all of its manufacturing to Italy.
For example, she said her jeans retail for around $450, pants start at $690, dresses start at $990, the satin bomber is $1,500 and leathers start at $2,500. Sizes range from 0 to 12.
Since launching last year, she said the business has been “really amazing. We have some really great customers, and we’ve started to get a really good following, so I’m excited.”
Asked what categories have been strong performers, she said, “I feel like our denim is very strong. I honestly think we’re making the best luxury jean out there, and I think our leather is very strong as well.” She said the company is trying to build out its tailoring and softer things like dresses and tops.
Aflalo said she’s building this business via word of mouth. She said there are certain key people who wear it and they get a lot of compliments and “they give the brand exposure.”
Beyond the New York City store, Aflalo was asked if she intends to open more stores around the country. “We have big plans,” she said.
As reported, Aflalo stepped down as chief executive officer of Reformation in 2020 following allegations of racism from past employees that emerged on social media. The allegations were later dismissed by a third-party investigator. She founded the Los Angeles brand in 2009 with an emphasis on sustainable practices and materials, and it quickly gained popularity with influencers and celebrities for its vintage-inspired styles.
Aflalo declined to discuss Reformation. She said sustainability is not a primary focus at Aflalo.
In summing up the aesthetic of the Aflalo collection, she said, “I think it’s sensual, it’s emotional. We sort of strike a balance between masculine and feminine energy. I feel that a lot of brands have a single note, they’re either very intellectual or very androgynous. I think we’re trying to really capture a woman’s complexity by representing a lot of different energy.”
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