Refinery29 in the News


Refinery29 is betting that serious coverage of the California drought can live next to advice on what to wear to your next dinner party.

The fashion and beauty site, founded in 2005, has slowly expanded its editorial remit to politics, technology and culture over the past few months. In the last week it has covered a range of serious stories, including gun violencethe Boston bombing trial and abortion laws. The moves have been driven by a series of new hires, including former MSNBC reporter Meredith Clark and Wired alum Christina Bonnington, who will cover politics and tech, respectively. Refinery29’s total headcount has doubled to 230 people since last year. Read more


In the midst of securing what is said to be $50 million in financing, Refinery29 has hired Paula Goldstein Di Principe as fashion director and Anne-Marie Guarnieri as deputy editor, fashion, beauty and shopping. Executives at Refinery29 declined comment Monday.

In addition, Connie Wang has been promoted to fashion features director from style director. Wang will zero in on long-form content, investigative reporting and profiles, and Goldstein will focus on raising Refinery29’s profile via events, influencer-led initiatives, and designer and brand relationships. They will also team to expand its fashion video development and production. Noting that Refinery29 has 22 million unique visitors a month and will be adding new editorial sections, Goldstein plans to build relationships with established designers and young up-and-coming photographers, stylists and designers. Read more


FROM APPLE TO SOULCYCLE: HERE'S HOW CULT BRANDS BREED LOYALT AND FANATICISM

The best brands, like cults, inspire consumers to act irrationally. 

Basking in the marketing glow of companies like Apple, Harley-Davidson, Lululemon and more, a worshipful public is willing -- and even eager -- to wait in ungodly lines or shell out top dollar. On social media, consumers turn into evangelists for their favorite brands, proselytizing to the community at large.

This phenomenon was top of mind at Social Media Week in New York City last Friday, where executives from Refinery29, SoulCycle andVirgin Mega -- a Virgin company that traffics in limited-edition product runs -- spoke on a panel entitled ‘Cult Brands 2.0: How Today’s Top Brands Breed Loyalty and Fanaticism. Read more


Senior style editor, Annie Georgia Greenberg, stopped by The Today Show to chat with Savannah Guthrie about all of the new spring trends like flared jeans, big belts and gingham. Watch the full video here


STYLE SITE REFINERY29 IS BUILDING A BREAKING NEWS DIVISION

Refinery29 wants to break some news and, maybe, interview the president.

The style and beauty site is looking to hire an experienced journalist to "shape the site's move into up-to-the-minute coverage of breaking news across all R29 categories" including hard news, according to the site's career page. The hiring of a news director extends Refinery29's ongoing expansion beyond its initial remit of writing obsessively about fashion and beauty. The site's coverage has grown to include wellness, tech and entertainment. And it's certainly paying off in traffic, which has grown enormously this year. Refinery29 attracted 23.3 million unique U.S. visitors on desktop and mobile devices in February, a 151% increase over the previous year, according to ComScore. Read more


Should publishers give up on trying to use social media to drive traffic back to their websites – since it often doesn’t work that well anyway – and just give themselves over to crafting custom bits of content that aren’t meant to travel beyond each social network?

That’s one of the big debates percolating in the media industry lately. A few months ago, the late New York Times NYT -0.97% columnist David Carr reported that Facebook FB +0.01% was interested in hosting Web publishers’ content entirely, rather than just helping spread one article at a time. Then last week, Facebook’s Chris Cox reiterated that position at Recode’s media conference.

Also a few weeks ago, the Awl published an intriguing piece looking how in this mobile and social era, websites may be wastes of time, or “unnecessary vestiges” of a era that has past. Read more


FOR AN INSIDER'S VIEW OF NY FASHION WEEK, JUST DOWNLOAD SNAPCHAT

Models clad in indigo fur-collared jackets, sequin-emblazoned dresses and feather-lined skirts make their way down the runway. And fashion fans don’t even need a ticket to get a prime view from the front row at Rodarte’s show.

Enthusiasts the world over just need to download Snapchat Inc.’s app.

At New York Fashion Week, there has been a rise in Snapchat use among fashionistas, like Lucky Magazine’s Editor-in-Chief Eva Chen and “Man Repeller” blogger Leandra Medine. Rather than just sending posts to friends that disappear within seconds, they’re using Snapchat’s public “story” feature to let followers see a compilation of photos and videos from the last 24 hours. It’s yet another way that the startup is gaining traction at a time when it’s said to be seeking a valuation as high as $19 billion. Read More


Refinery29 is giving print a try, just in time for New York Fashion Week.

The style website has printed 30,000 copies of a 28-page "zine" it calls Refinery29 Editions, which is filled with fashion photography and illustrations. Copies are being distributed in select Uber cars in New York during Fashion Week, which kicked off Wednesday, as well as parts of the city.

No advertisers appear in the issue.

A Refinery29 spokeswoman said Editions does not represent a broader strategy to develop a regular print magazine. Instead, it's a way to bridge Refinery29's online presence and real-world events. Read more


Refinery29, known mostly for its fashion coverage, is expanding. The site, founded by Justin Stefano and Philippe von Borriesin 2005, has added a food vertical. It will be led by Elettra Wiedemann, who has been named executive food editor.

Wiedemann — daughter of Isabella Rossellini — seems to be the perfect person for the role. She is a former model and the founder of Impatient Foodie. She has also contributed to Teen Vogue,Cherry Bombe and more. Read more


Fashion and style website Refinery29 has hired Scripps Network Interactive exec Amy Emmerich to lead its burgeoning video efforts, the company said.

Ms. Emmerich, who was senior-VP programming for Scripps' Ulive digital lifestyle network, has also worked at Vice and the Scripps-owned Travel Channel, where she helped develop "No Reservations," the food-travel show hosted by current CNN personality Anthony Bourdain.

Her hire comes as Refinery29 plans the second season of its own version of a globe-trotting, Anthony Bourdain-style digital video series, "Style Out There," which follows host Asha Leo around the world in search of fashion subcultures.

The site is also working with production company Relativity Media to bring the series to linear TV. Currently, the series appears on Refinery29.com, its YouTube channel and Facebook page. Read More