Late to market, Refinery29 Australia tries a new approach to fashion, lifestyle news

In North America and Europe, Refinery29 is a publication where underrepresented women can be seen and heard. Now, she is trying to be one of the most progressive news outlets for women in Australia.

It would not be without fierce competitors. Established publications like Australian Women’s Week and Marie Claire and Harper’s Bazaar, PopSugar Australian women’s lifestyle arm Mamamia and Nine Entertainment Cos, 9Honey, have been making their mark for years. But editorial chief Zahra Campbell-Avenell believes the publication, founded in New York more than 15 years ago, has something different to offer Australian women.

Fashion, for example, will be approached in a different way. We might produce a work on sustainability, or we might make a work on what types of straight leg jeans are suitable for plus-size women, which I don’t think any other publication will strenuously do, he says. What’s also different is the way we tell stories because we don’t talk to people. Not talking about them. They tell their own story and I think it’s very different.

Refinery29 started as a fashion and beauty blog in New York founded by Justin Stefano, Philippe von Borries, Piera Degreedi, and Christene Barberich. Over time, it developed into a publication covering women’s issues such as the pay gap and sexual harassment.

But the representation of progressive issues is not without challenges. Internal rebellion erupted in the US division last year when Refinery29 changed the color of its website during protests over the death of George Floyd. Employees took to Twitter to call out what they saw as hypocrisy on the part of the website’s leadership, particularly on issues of race and diversity.

Each brand is much bigger than the individual who has worked on it, says Campbell-Avenell. While past allegations of toxic behavior at work at Refinery29 in the US are undoubtedly disturbing, they are specific to former executive management and were quickly acted upon when they came to light. Refinery29 Australia operates under completely different management, and we have employed a team that is a true reflection of everything the brand stands for, including diversity and inclusivity.

Australia is the fifth country to launch Refinery29 and the first since Vice Media Group’s US$400 million acquisition of the entity in 2019 (the company launched a UK edition in 2015, a German edition in 2016, a Canadian edition in 2018 and a French edition in 2016. 2019). The launch was announced by the Pedestrian Group (whose owner Nine also owns this masthead), in March.

Campbell-Avenell says local publications have autonomy over how they work and what they publish. Ahead of the launch, the publication was running an Instagram initiative called #29 Takeover. Refinery29 submitted its Instagram story to 29 people believed to represent what Refinery29 Australia is. It features climate activists, consent activists, skin scientists, disability advocates, and the power of non-binary fashion.