Reformation’s Debut Home Collection Gives French Rugs an LA Attitude

For years, people shopping at Reformation have asked about something the brand didn’t sell. “One of the biggest comments that we get is that the stores look so beautiful and the rugs are amazing,” says Lauren Caris Cohan, the brand’s chief creative officer. Typically, she says, one question follows that observation: “Where can we get them?” Until now, the answer was nowhere; Thomas Coccimiglio, founder of the French rugmaker Les Editions de Tapis, is “really precious” about his designs for Reformation stores, Cohan says, and doesn’t reuse them for other clients.Today, Reformation’s collaboration with Les Editions de Tapis makes the coveted rugs available to the public, with nine limited-edition styles, all made to order and priced between $1,000 and $5,000.Photo: Austin Leis for ReformationPhoto: Austin Leis for ReformationLong before he began outfitting Reformation showrooms, Coccimiglio spent more than 15 years as a textile designer in fashion, working in London, Paris, and New York. At Tory Burch, his trips to meet embroiderers in Italy and India eventually led him to rug-making, and during the pandemic, he left fashion for interiors, though his fashion background continues to influence him, even in the way he speaks about rugs: “I approach a rug almost as I would a piece of embroidery on a garment.”Reformation opens more than 15 stores a year, Cohan says, and each one gets its own hand-sketched motif and custom colorway from Coccimiglio. “There’s a bit of a French sense of humor, a bone-dry sense of humor, in our [Reformation] brand DNA,” Cohan says, “that’s reflected in Thomas’ designs.”Photo: Austin Leis for ReformationFor the new capsule collection of rugs, Reformation gave Coccimiglio full creative direction. The conversations that launched the collaboration involved Marie Antoinette, swans, a lot of pink and blue—all components also reflected in the partnering 12-piece clothing campaign, live today. To help inspire a cohesive thread linking Coccimiglio’s line to the ethos of the brand, he also revisited years of store designs for details to incorporate. “There’s something nostalgic about these pieces, almost like a little Proustian madeleine,” Coccimiglio says. “For customers who have experienced Reformation's stores over the years, these pieces might feel strangely familiar, almost iconic.”The Chintz rugs set two crossed palm trees (Cohan’s idea, which Coccimiglio sketched by hand) between trailing vine borders, with herons and swans tucked at their roots. Swans Fans puts two black-outlined swans among spiky fan palms on a French blue foundation. Le Chat leaves a field of lilac almost entirely empty, save for one striped cat walking a broken black line. Le Classique has an ivory ground, two wavering oxblood borders, and a single dot, fitting anyone with French sensibilities sans menagerie.Photo: Austin Leis for ReformationPhoto: Austin Leis for ReformationThe rugs are hand-knotted from wool, silk, and linen. Coccimiglio manufactures his larger pieces in India, where he finds the wool softer and better suited to big formats. Smaller editions come from Nepal, where Himalayan wool is denser, and the results are ornate, “like jewelry,” says Coccimiglio. While you could find a less expensive rug elsewhere, Cohan points out that Coccimiglio’s are designed for longevity of use—plus, the rugmaker’s own work outside the Reformation collaboration costs considerably more. “This is a much more accessible price point for something so detailed and so custom,” she says.Cohan, who restores midcentury houses in Los Angeles with her husband Matt Jacoby under the name Bob Audrey, doesn’t picture a single kind of room to house these rugs. “You could have it in a midcentury house in the Hollywood Hills, but it also would look so stunning in [a] herringbone-floor apartment in New York City,” she says.Photo: Austin Leis for ReformationThe campaign was shot in a house at the top of Wonderland Park in Laurel Canyon, a 1950s enclave of single-story midcentury houses that includes Pierre Koenig’s Case Study House No. 21. Coccimiglio, meanwhile, works from a 17th-century hôtel particulier in Dijon. It’s fitting that the premise of the collection enmeshes old-world France with modern LA, as Coccimiglio places his work “somewhere between these two worlds: French heritage and contemporary culture.”The collection is available to shop on Reformation.com on Nov. 9.Shop the Collection:Reformation x Les Editions de Tapis Grand Chintz RugReformation x Les Editions de Tapis Swans Fans RugReformation x Les Editions de Tapis Swan Fan Circle RugReformation x Les Editions de Tapis Oiseau & Tree RugReformation x Les Editions de Tapis Grand Chintz RugReformation x Les Editions de Tapis Le Chat RugReformation x Les Editions de Tapis Le Classique RugReformation x Les Editions de Tapis Chintz Rug