Shoppers have been admiring the rugs on Reformation‘s store floors for years. Now they can take one home. The Los Angeles fashion label has released its first reformation rug collection, made with French rugmaker Les Éditions de Tapis.
The partnership grows out of a relationship that already shapes Reformation’s retail spaces. Thomas Coccimiglio, founder of Les Éditions de Tapis, has supplied rugs for the brand’s stores for nearly five years, according to ELLE. Lauren Caris Cohan, Reformation’s chief creative officer, describes his work plainly. “His craftsmanship is unparalleled,” she says.
Craft partnerships like this one show up across design, too. Japanese Artisans Collaborate with Global Designers shows how makers and designers can shape unique objects together.
Customers kept asking where the rugs came from. Vogue reports that many wanted to buy one for their own homes. That steady demand pushed the two companies to build a line of rugs designed for residential use.
Cohan and Coccimiglio designed nine limited-edition rugs, all made to order, for the new line. The pair frames the collection as “Parisian elegance meets LA nonchalance.” Coccimiglio says the line reflects how France and the United States imagine each other. Americans picture Versailles and 18th-century grandeur, he says, while the French picture Los Angeles as a city of rock ‘n’ roll, cinema, and glamour.
Swans, palm trees, and tigers appear in the hand-drawn patterns. Each motif sits inside a framed border that echoes old fabric. The designers left generous stretches of bare ground, so every illustration reads clearly against its background.
The Swan Fans Rug in French Blue, which Coccimiglio singles out, began as a sketch on a Post-it note. He turned the birds’ tails into fan-shaped feathers, a nod to the hand fans of the 18th century. He calls the result a shift toward something more decorative and Art Deco, according to Vogue.
How the reformation rug collection is made
Every rug design takes shape on paper first. Craftspeople in India and Nepal then tie each one knot by knot, producing hand-knotted rugs from wool, linen, and silk. ELLE notes that three of the nine designs are chintz patterns.
Cohan named the Très Grand Chintz Rug in Dark Wine as her favorite piece in the group, Vogue reports. Coccimiglio designed every element of the collection. Cohan’s one condition was that the rugs include shades from Reformation’s Holiday collection, which appears in the accompanying campaign.
Cohan says the rugs extend the brand’s approach to physical space. “We are very intentional about crafting physical environments that reflect who we are in subtle, delightful ways,” she says. “Like our clothing, there is a sense of ease and elegance with a wink of humor.”
Styling and sizing at home
Cohan begins with the rug and builds the room around it, she tells Vogue. A rug can anchor a sparse room as a statement piece, or it can sit beneath layers of furniture and objects. Her firm advice is to buy big. A rug that is too small throws off the proportions of a room.
Coccimiglio sees the rug as the element that ties a room together. He points to an idea often attributed to Edgar Allan Poe: the soul of the apartment is the carpet. “And I couldn’t agree more,” he says.
If a rug can set the mood of a whole room, see how another home blends two coasts. Chloe Fineman’s Cinematic Home Design Blending Coasts offers a bold, California-inflected take on interiors.
The reformation rug collection is sold exclusively online at thereformation.com. Design Milk reports starting prices of $1,000, while ELLE lists prices from $1,000 to $5,000. Material swatches are on display at select Reformation stores, so buyers can check colors in person before ordering.
Sources & Links
Frequently asked questions
Where can I buy the Reformation rug collection?
The Reformation rug collection is sold exclusively online at thereformation.com. Material swatches are also on display at select Reformation stores, so buyers can check colors in person before ordering.
How much do the Reformation rugs cost?
Design Milk reports starting prices of $1,000 for the Reformation rugs, while ELLE lists prices from $1,000 to $5,000.
How many rugs are in the Reformation rug collection?
The collection includes nine limited-edition rugs designed by Lauren Caris Cohan and Thomas Coccimiglio. All of the rugs are made to order.
What materials are the Reformation rugs made from?
The rugs are hand-knotted from wool, linen, and silk. Craftspeople in India and Nepal tie each one knot by knot.
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