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London — UK-based cosmetics brand Refy is broadening its outlook on lifestyle with a pop-up titled The Exhibition at The Stables in Covent Garden during London Fashion Week.
The brand’s co-founders, Jess Hunt and Jenna Meek, are committed to building the world of Refy, from the floors to the paint on the walls to the way the rooms smell.
“Ever since we did our first photo shoot, we knew we wanted to create our own products. For our first campaign, we designed clothing for that, and the idea started from there,” Meek said. said Hunt in a preview interview.
Refy launched in 2020, with Hunt serving as the brand’s retail face. Meanwhile, behind the scenes, she and Meek were planning a beauty business strategy.
Refy’s pop-up “The Exhibition” was held in Covent Garden, London.
“This is just a stepping stone for us to be able to offer our customers the opportunity to see and buy into the lifestyle that people see through Jess, but that’s it. Right now it’s about living there,” Meek said. Ta.
The showcase will run until February 28th.
In keeping with Refy’s gray and off-white brutalist style, its Lifestyle category products also feature steel coffee cups and saucers. Melted mirrors made of metal, chrome claw hair clips, earrings and keychains.
Most of the new categories are also fashion, starting with minimalist black T-shirts, tote bags, scarves, knit vests, dresses and hoodies that feature the Refy logo capitalized in metal.
Jess Hunt, Refy Co-Founder
Provided by Refi
Lifestyle prices range from GBP 10 for accessories to GBP 130 for long knit dresses. Meanwhile, some pieces, such as a floor-length coat with a cutout on the back and a metallic dress with a molten mirror motif, are made to order and prices are available on request.
“During our first call with Sephora, who is now our retail partner, they asked us how they could get their hands on the clothing featured in our first campaign. “People always ask questions about the clothes in our campaigns,” said Hunt, who wore a prototype dress from the collection at the fashion awards last December.
“One of the reasons we’re successful as a business is because we make beauty an accessory. From the content our customers create, we see that they always bring out their lip gloss and bronzer to dinner. is now taking it to the next level by offering more accessories that they can incorporate into their lives,” Meek added.
The concept for “The Exhibition” began with a focus on Refy’s customers. The pop-up’s tagline is “You Are Art” and revolves around a human-sized, curved sculpture that sits in the space and represents inclusivity.
metallic dress
Provided by Refi
Everything inside the pop-up flows from the sculpture, including the grungy artwork on the walls, steel rails, side tables, and benches.
Refy invites customers from all over the world to experience the exhibition virtually through its website.
“In recent years we have mainly focused on the UK and US, but our next venture is looking across Europe. Refy’s idea is to create a world through retail. We have a location in Copenhagen and are considering locations in Paris and Berlin,” Meek said.
In July 2023, Refy hosted a health and wellness pop-up concept called ‘The Studio’ in London’s Soho.
“The biggest learning factor we’ve learned is that people aren’t coming to buy a product or the latest release, they’re coming to build a community,” Meek explained. .
Despite the quick turnaround, the pop-up was a success and allowed Refy customers to connect with Hunt. Hunt has 1.8 million social followers on Instagram, and the brand’s hashtag #RefyBeauty has more than 200 million views on TikTok.
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