For years, shoppers walking into Reformation’s sprawling, carefully curated showrooms have paused not just to admire the sustainable womenswear, but to look down at the floors beneath their feet. According to Lauren Caris Cohan, the brand’s chief creative officer, one of the most frequent remarks staff hear from patrons is how incredible the store rugs look. Inevitably, that observation is followed by a pressing question: "Where can we get them?"
Until now, the answer was nowhere. The custom floor coverings were exclusively commissioned for Reformation’s retail footprint under the strict guidance of Thomas Coccimiglio, founder of the French rugmaker Les Editions de Tapis. Cohan notes that Coccimiglio has historically been "really precious" about his bespoke designs for the brand, fiercely refusing to reuse them for other commercial clients or the general public.
That exclusivity has finally broken. Today, a landmark collaboration between Reformation and Les Editions de Tapis makes these coveted floor coverings available to the public for the very first time. The debut collection features nine limited-edition styles, all crafted on a made-to-order basis and priced between $1,000 and $5,000.
Bridging High Fashion and Interior Design
Long before he began outfitting international Reformation showrooms with bespoke textiles, Coccimiglio spent more than 15 years working as a prominent fashion textile designer in London, Paris, and New York. His extensive industry resume includes a tenure at Tory Burch, where frequent professional trips to meet traditional embroiderers in Italy and India ultimately sparked a deep appreciation for artisanal rug-making.
When the COVID-19 pandemic reshaped global industries, Coccimiglio made the definitive professional leap from apparel into interior design. Yet, his rich background in fashion continues to profoundly influence his current creative philosophy. Even when discussing heavy, hand-knotted floor coverings, his vocabulary remains rooted in haute couture. "I approach a rug almost as I would a piece of embroidery on a garment," Coccimiglio explains.
This distinct sensibility has proven to be a vital asset for Reformation, a brand that currently opens more than 15 retail stores a year across various global markets. Cohan explains that for every new brick-and-mortar location, Coccimiglio develops an entirely distinct hand-sketched motif and custom colorway.
"There’s a bit of a French sense of humor, a bone-dry sense of humor, in our brand DNA," Cohan says, reflecting on the synergy between the two companies. "That’s reflected in Thomas’s designs."
A Nostalgic Narrative Inspired by French Heritage and Los Angeles Cool
For this new capsule collection of rugs, Reformation granted Coccimiglio absolute creative direction. The foundational conversations that eventually birthed the collaboration drew inspiration from diverse historical and cultural touchstones, including the life of Marie Antoinette, majestic swans, and a dominant palette of soft pinks and rich blues. These exact design components are also vividly reflected in a complementary 12-piece clothing campaign that launched alongside the home goods.
To help establish a cohesive narrative thread linking Coccimiglio’s new line to the enduring ethos of the brand, the designer spent time revisiting years of historic store layouts, unearthing minor decorative details to incorporate into the final patterns.
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"There’s something nostalgic about these pieces, almost like a little Proustian madeleine," Coccimiglio notes, referencing the classic literary trigger of involuntary memory. "For customers who have experienced Reformation’s stores over the years, these pieces might feel strangely familiar, almost iconic."
The resulting collection showcases Coccimiglio’s signature wit and attention to historical detail through four primary rug archetypes, each executed in distinct colorways. The Chintz rugs feature two crossed palm trees—a concept originally envisioned by Cohan and meticulously sketched by hand by Coccimiglio—framed between elaborate trailing vine borders, complete with delicate herons and swans tucked discreetly at their roots.
The Swans Fans design places two bold, black-outlined swans among spiky fan palms set against a vibrant French blue foundation. Meanwhile, Le Chat offers a minimalist approach, leaving a field of soft lilac almost entirely empty, save for a solitary striped cat casually walking along a broken black line. Finally, Le Classique presents an ivory ground framed by two wavering oxblood borders, anchored by a single subtle dot, catering directly to consumers with refined French sensibilities who prefer a more understated aesthetic.
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Artisanal Craftsmanship and Accessible Luxury
The construction of these pieces relies on traditional hand-knotting techniques using premium natural materials, including wool, silk, and linen. Coccimiglio strategically manufactures his larger pieces in India, where he sources a softer wool that he finds better suited to expansive formats and large-scale living spaces. Conversely, smaller editions are produced in Nepal, utilizing dense Himalayan wool that yields ornate, highly detailed results.
"Like jewelry," is how Coccimiglio describes the intricate craftsmanship of the smaller Nepali pieces.
While consumers can easily source mass-market rugs at a lower price point elsewhere, Cohan emphasizes that Coccimiglio’s creations are intentionally engineered for long-term durability. Furthermore, purchasing directly through this collaboration offers a significant financial discount compared to commissioning independent work from the French designer, whose standalone commissions command substantially higher figures.
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"This is a much more accessible price point for something so detailed and so custom," Cohan says.
Cohan brings personal insight to the conversation. Alongside her husband, Matt Jacoby, she operates Bob Audrey, a practice dedicated to restoring midcentury modern residential architecture in Los Angeles. Because of this background, she envisions the collection fitting seamlessly into a wide variety of architectural interiors rather than being restricted to a single aesthetic category.
"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.
A Transatlantic Dialogue in Laurel Canyon
The visual campaign for the home collection was photographed at a striking residential property situated at the top of Wonderland Park in Laurel Canyon, an iconic 1950s enclave of single-story midcentury modern homes that includes architectural landmarks like Pierre Koenig’s renowned Case Study House No. 21.
Coccimiglio operates his enterprise from an entirely different architectural era, working out of a historic 17th-century hôtel particulier in Dijon, France. This transatlantic duality forms the bedrock of the collection, neatly bridging old-world European heritage with contemporary Southern California culture. It is an intersection that Coccimiglio embraces, positioning his work firmly "somewhere between these two worlds: French heritage and contemporary culture."
The Reformation and Les Editions de Tapis collaboration is available to shop now on Reformation’s official website.
