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.

Long 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.”