LONDON – UK-based cosmetics model Refy is increasing its way of life horizons with a pop-up titled “The Exhibition” going down at The Stables in Covent Backyard, kicking off throughout Vogue Week From london.
Model co-founders Jess Hunt and Jenna Meek are decided to construct a Refy world from the ground to the paint on the wall to the odor of a room.
“Ever since we did our first photograph shoot, we needed to create our personal merchandise and for our first marketing campaign, we designed clothes and that's the place the thought began,” Meek stated in a earlier interview with Hunt.
Refy launched in 2020 with Hunt because the gross sales face of the model. In the meantime, behind the scenes, she got here up with a magnificence enterprise technique with Meek.
Pop-up “The Exhibition” by Refy in London's Covent Backyard.
“This is only one step ahead to have the ability to give our buyer the chance to see and purchase into the approach to life that folks see by means of Jess, however that's it. Now it's about residing in it,” Meek stated.
The exhibition will run till February 28.
In step with Refy's brutalist model of grey and off-white tones, merchandise in its way of life class observe go well with with a metal espresso cup and saucer; a melted mirror manufactured from metallic and hair clips, earrings and keychains with chrome claws.
A big a part of the brand new class can be vogue, beginning with minimalist black T-shirts, tote luggage, scarves, knitted vests, clothes and hoodies that function the Refy emblem in metallic capital letters.
Jess Hunt, co-founder of Refy
Courtesy of Refy
The life-style vary is priced from £10 for an adjunct to £130 for a protracted knitted costume. In the meantime, some objects, akin to a floor-length coat with a slit within the again or a metallic costume with the melting mirror motif, are custom-made and costs can be found upon request.
“Throughout our first name with Sephora, who at the moment are our retail companions, they requested us how they’ll get the garments featured in our first marketing campaign. Folks at all times ask concerning the garments in our campaigns,” stated Hunt, who wore a prototype costume from the gathering in December final 12 months on the Vogue Awards.
“One of many causes we’re profitable as a enterprise is as a result of we now have turned magnificence into an adjunct. From the content material our prospects create, we see that they at all times have lip glosses and bronzers readily available throughout dinner. “Now we're taking it to the following stage by giving them extra equipment to incorporate of their lives,” Meek added.
The idea of “The Exhibition” started by placing Refy's prospects on the forefront. The pop-up's motto is “You’re the artwork,” and revolves round a curved, human-sized sculpture that sits within the area and represents inclusivity.
The metallic costume
Courtesy of Refy
All the things within the pop-up comes from sculpture, together with the stained paintings on the wall and the metal rails, facet tables and benches.
Refy will invite its international prospects to expertise the exhibition nearly by means of its web site.
“Over the previous couple of years our predominant focus has been on the UK and US, however our subsequent enterprise will span the entire of Europe. The thought of Refy is to create a world by means of retail, we could have a location in Copenhagen and we’re in search of areas in Paris and Berlin,” Meek stated.
In July 2023, Refy hosted a pop-up well being and wellness idea in London's Soho referred to as The Studio.
“The most important studying issue we discovered was that folks weren't coming to purchase a product or the most recent model, however to construct a group,” Meek defined.
The pop-up, regardless of a fast turnaround, was successful and allowed Refy prospects to attach with Hunt, who has 1.eight million followers on Instagram and on TikTok, the model's hashtag #RefyBeauty has greater than 200 million visits.