Interview: Refinery29

June 2nd, 2010

“I am a big believer in good shoes, the right lipstick, and generally, anything made in France or Italy pre- ’95,” says Refinery29‘s editorial director Christene Barberich. Co-founded by Barberich with Philippe von Borries, Justin Stefano, and Piera Gelardi, Refinery29 is a go-to site for breaking-news fashion stories. The Long Island-born Barberich, a Huffington Post alum who jokingly claims her style resembles that of a 50-year-old lady, caught up with us after a trip to LA to give us a peek into the headquarters of Refinery29.

The Block: How was Refinery29 founded?

Christene Barberich: My dear friend and content collaborator, Piera Gelardi (style director), asked if I would consider consulting for a new online venture her husband, Philippe (publisher and co-founder), was launching with two other friends. This was a little over five years ago, at a time when I was really curious about making the switch from print to online. Philippe and Justin (executive director) made such a compelling argument for wanting to launch a site that tapped into the independent spirit of fashion and personal style… It’s amazing that our early vision has grown right alongside the evolution of social media. In the beginning, we almost solely covered emerging designers, like Alex Wang when he was just launching, and breaking new designers is still a big part of our mission. But unlike a lot of other fashion sites, we’ve found a way to integrate bigger fashion news and brands into our content in really meaningful ways. Our readers just want to know there is substance behind the content we create for them and the reason behind it.

TB: How did the name Refinery29 come about?

CB: We wanted a name that literally was a contrast to big refineries, but a channel that also distilled information to its essence. And that’s what we do…filter all the good fashion and style stuff from all the crap and excess out there. It’s never about volume for us, it’s about the value.

TB: The site generates quite a few exclusive updates – most recently The Selby x LV photos. Where do you gather the website’s content?

CB: We have a small team of editors/bloggers who tirelessly scour every online media outlet you can imagine. They each have their own ridiculously sick RSS feeds that would make your head spin. But I think, more importantly, we’re a group of editors and writers who just get a sense of what’s notable and about to be notable. Good instincts are gold.

TB: What are your thoughts about online bloggers? (We noticed Refinery29 favours Tavi – we do too). Do you think they’re a fad or will they have a lasting mark in the industry?

CB: When I worked in magazines, I used to hate how devoid of flavor a story I was working on became because it was so over-edited…by the time it went to print it was literally zapped of any life-force, which was always so depressing. Because of that, I really love the vitality and spirit that is palpable when you read some bloggers’ copy. It’s immediate and un-tampered with, and I like that realness, that smile or wink that almost resonates from good copy. Naturally, I like some a whole lot more than others.

TB: Thoughts about collections inspired by reality TV? Example: Steve Madden’s Snookie shoes. Yay or nay?

CB: Nay.

TB: Your top blogger or tweeter that you can’t get enough of?

CB: I hate to toot our own horn, but I really love our tweets…Piera along with Kristian (our New York editor) and Connie (our Global editor) are like a Twitter variety show. They are the holy tweet trinity.

TB: Your favourite designer and favourite icon – and why?

CB: That is so hard. But if my life depended on it and I could only choose one, I would have to go with Yves Saint Laurent and any woman, like Katharine Hepburn, Bianca Jagger, Lauren Hutton, or Phoebe Philo, who could rock a pant-suit.

TB: You and Piera Gelardi co-write columns together, any future plans on releasing a collaborative project – say a book?

CB: I feel very lucky that we enjoy collaborating, and it almost never feels like work. I have the concept/copy gene while she’s a whiz at the visuals and laying out a story. We complement each other well, and yes, we have a book in the works inspired by one of our most popular columns, My Style.

TB: Your top picks for S/S 2010?

CB: My new pinky-nude Rag & Bone wedges, white Keds, an oversized vintage gray sweatshirty Norma Kamali coat, and a pair of high-waisted Chemin de Fer jeans from the ‘70s that I am thoroughly obsessed with.

TB: Favourite show from F/W 2010?

CB: My friend Rachel Comey, Band of Outsiders, and the revival of Kenzo has been a revelation.

TB: What are Refinery29’s future plans?

CB: Local expansions to Chicago and San Francisco. And always, always, always refining the content so it’s better, smarter, faster, and more interesting. We never rest.

Interview Carmen Lam Images by Sarah Cates