On an early-September morning, Yael Aflalo, 40, glides through the tech-heavy West Hollywood store of Reformation, her eco-friendly fashion brand. Wearing frayed cigarette jeans, a dark Reformation tee reading, "I went to Mars and all I got was this stupid T-shirt" and Chanel flats, the founder and CEO mimics the path of a shopper. She holds up a Reformation bestseller, a flowing flowered dress, then walks over to one of a handful of large touchscreens along the wall to browse everything from blazers to crop tops.
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