Yael Aflalo is a fashion designer of a brand called Yaya which started launched in 1992, from Amsterdam. She creates garments that she would wear herself. One day she walked into Urban Outfitters and instantly knew that she wanted to design for this store, as it was similar to her own clothing and brand. At the moment Yaya recent collection is very smart casual, sometimes edgy and the colours are mainly, brown, grey, beige, blue, green and black. These are the classic Autumn/winter colours. The collection also hold fur and wool suitable for the winter months. Yaya uses feminine shapes to fit their target market who i can see is women aged 18 plus, who enjoy fashion at a comfort. the reformation is taking something vintage and creating into new styles, they will clean them up take them appart and recreate it. these garments have to be done a year in advance and colour co-ordinated. the good thing about this collection is that the garments will be really unique because only one or two can be made from the reformation.