You previously worked in fashion editorial at NET-A-PORTER. What drove your desire to change your career path and start your own brand?
My parents have always run their own business so I was exposed to entrepreneurship from a young age and it always intrigued me. But it was also clear to me that first I wanted to learn and it has always been a dream for me to work at NET-A-PORTER. There I had the perfect role to prepare me for what I am doing now as it was at the intersection of content and commerce and I have learned a lot in both areas. The idea for REFINE was born long before I launched it but I really wanted to take my time and await the right moment.
What is the meaning behind the name Refine?
It really is the meaning of the word “refine” – to perfect something, to make the best version of something. REFINE evolves around creating the perfect wardrobe staples for the modern woman focussing on high end quality and fit. The name also found me rather than the other way around. When I was looking for a designer one of the people I interviewed summarised the project with the words “so basically you want to refine the slip dress” and that resonated with me.
Refine has a clear 90s sensibility – can you explain why you find this era of fashion inspiring?
I guess firstly it’s just an emotional connection I have with this era as I grew up in the 90s it just reminds me of happy times. It reminds me of how my mum used to dress and the women in the movies I loved watching. And then I just love the aesthetic. I have always preferred quieter designs but what I love about the 90s is that the silhouettes are simple but feminine at the same time. The focus really is on the cut and on the woman.
What pieces from the Refine collection do you find yourself turning to on repeat?
I live in the Clothilde turtleneck in milk and the Jenny pants. This is my go to look for transitional weather. It is also – and I am very proud of that – so so comfortable. The Clothilde turtleneck is made of virgin wool and regulates the temperature so you are never too hot or too cold in it and the Jenny pants are as comfortable as track pants but feel like tailored pants and can therefore be worn throughout the day for work, dinner date and even to lounge at home.
A diverse, inspiring line-up of women, from Hailey Bieber to TyLynn Nguyen have worn Refine. Who is the woman that wears Refine?
The REFINE woman loves good design, she has high standards when it comes to quality and she knows what she wants. She looks for clothes that make her feel her best and that are like a best friend rooting for her rather than someone stealing her show.
What’s next for Refine?
As our product is so much about a tactile experience I want to build out our presence at selected retail partners. I am so excited to launch REFINE in Australia with such a wonderful partner. We’ve had a lot of Australian women expressing their interest in the brand but unfortunately, we have been unable to serve them with us being based in Europe. So, this is really exciting and who knows maybe I can soon organise a trip to come and meet our community here in person!