Yael Aflalo, the founder of the namesake luxury sportswear label, has sealed a global digital partnership with Net-a-Porter, marking a significant step in the brand's international expansion. The deal positions Aflalo's collection - known for its sleek, modern silhouettes - alongside the retailer's curated luxury offerings, giving the label access to a worldwide customer base just as it prepares to open its first standalone flagship in New York City.
The partnership is more than a sales channel; it's a signal of the brand's ambition to move beyond wholesale and build a direct, digital-first presence in key markets. Aflalo, who previously founded the eco-conscious label Reformation, has been quietly refining her new line's identity since its launch, blending high-end sportswear with refined tailoring. Net-a-Porter's global platform will feature the brand's full ready-to-wear collection, including its best-selling sculpted dresses and elevated separates.
The upcoming New York flagship, located in Manhattan's SoHo district, is expected to open later this year and will serve as a physical anchor for the digital push. Industry insiders see the dual strategy - online exclusivity via a top retailer plus a brick-and-mortar debut - as a calculated move to build buzz while maintaining a controlled, premium brand image. For the Lingerie Museum, which tracks the evolution of body-conscious fashion, Aflalo's trajectory underscores how modern luxury brands blend digital reach with tactile retail experiences to court discerning shoppers.
Originally reported by WWD