• Join Puck

    Directly Supporting Authors

    A new economic model in which writers are also partners in the business.

    Personalized Subscriptions

    Customize your settings to receive the newsletters you want from the authors you follow.

    Stay in the Know

    Connect directly with Puck talent through email and exclusive events.

  • What is puck? Newsletters Authors Podcasts Events Gift Puck Careers

Yael Drama School

Four years after her Reformation exit, serial entrepreneur and designer Yael Aflalo is back with her new brand—and some theories about the future of luxury, D.T.C., wholesale, and more.

Yael Aflalo
Here we are, mid-September 2024, more than four years after she left Ref, and Aflalo is self-financing her latest business, Aflalo. Photo: Matt Winkelmeyer/Getty Images
Lauren Sherman
September 19, 2024

I’ve always found Yael Aflalo to be an unusually compelling character, even by American fashion’s standards. Her parents were jobbers on the “Canal Street of Los Angeles,” down in the city’s dingy, soot-covered garment center. Aflalo took that garmento knowledge and, while in her 20s, started Ya-Ya, a cool-girl contemporary brand that was sold at department stores.