Before even one chapter of her fashion career was complete, Yael set out on a new venture and began to actively rework vintage pieces, transforming them into original styles that looked brand new. In 2008 she opened The Reformation LA, a trendy clothing boutique that sells these one-of-a-kind re-worked pieces. A few months later, she opened her second outpost of The Reformation on Manhattan’s Lower East Side. Both stores have been very successful in a short period of time, attracting celebrities like Gossip Girl fashionistas Leighton Meester and Taylor Momson. In fact, her designs at The Reformation were so impressive that buyers at Urban Outfitters approached her to create two lines for them that were inspired by The Reformation (The Reformed, and Nom de Plume YaYa).
This social butterfly is the pinnacle of hauteness, always searching for inspiration whether it be in fashion, art, or simply out on the streets of New York. With a fun-loving persona and fierce entrepreneurial spirit, there’s no telling what innovative project she plans to tackle next. But one thing’s for certain, Yael shows no signs of slowing down any time soon.
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