Yael Aflalo, the founder of LA fashion brand Reformation, says she created the I’m Up Here collection because she has “a lot of friends with bigger busts and I was sick of them complaining”. Said friends will no doubt now be silenced. Aflalo’s range is that rare thing – proper fashion specifically designed for women between C and DD cups.
Now in its second season, and with Daisy Lowe modelling the very affordable clothes (around £50 for the bodysuit, £140 for the dress), and she has cornered a nice untapped market. But what can it teach us about dressing when you have bigger boobs?
According to Aflalo, the key is dressing to your body even if that goes against dominant fashion trends. “A lot of people go for the model off-duty as the default but I’m curvy and that doesn’t work for me,” she says。
When designing this collection, insights came from talking to women about what they wanted out of their clothes. It turns out that’s pretty much the same thing whatever size bra you are. “We did a survey, and women said they were proud of their bodies but didn’t want to be completely on display,” she explains. “Most of us when getting dressed want to feel beautiful but not like we’re objectifying ourselves.” That’s something that fits into the rest of the Reformation world. Launched in 2010, Aflalo’s brand makes clothes that are sustainable, fun, sexy but speak to women.
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