Refinery29 not only covers the news and home design trends, but it’s now setting the trend with the launch of a branded home decor collection. Created in collaboration with VCNY, it’s currently sold on Amazon, with potential for more retailers to come in the future.
The line features a variety of pieces for every room in the home including bedding, window panels, throws, decorative pillows, towels, and shower curtains. Some of the collection was softly launched in July with new items that recently became available on August 17th.
From Content To Tangible Good
While there was been increased interest in decor and home furnishings since the begging of COVID, this well-timed line has been in development for almost two years. “We started thinking about creating a home collection in the fall of 2018, after noticing an increased interest in home decor with our popular Youtube show and interactive series Sweet Digs (which offers a voyeuristic look into the homes of young people), and our viral Money Diaries series,” says Marissa Rosenblum, who is the Vice President of Affiliate and Consumer Products for Refinery29 and their parent company VICE Media.
In 2019, Refinery29’s Mad Chatter Home Study revealed that 82 percent of participants consider their home a reflection of their personality. So, pivoting content into a tangible product was a smart move. “[Our audience] always put loving care into their home spaces, personalizing and crafting their sanctuaries into an extension of themselves. It’s an act of creativity and wellness that we believe in supporting,” explains Rosenblum.
Each everyday essential has a unique, elevated look with plenty of color, texture, and personality.“It’s got a soft hand, but a bold design— that’s the Refinery29 wink,” says Rosenblum. “We like to deliver something you’d hope for and then add a little twist.”
The bedding collection features quilts, comforters, and sheets, available in ten distinct patterns including tie-dye, floral, and plaid. Better yet, these pieces are reversible, which adds to the value of this product and allows for mixing and matching.
Each style is sold as a three or four-piece set available for Twin/TwinXL, Full/Queen and King sized beds, with a comforter or quilt, and one or two shams packaged in a re-usable bag. These are useful for dorm rooms, guest rooms, or any bedroom that needs a budget-friendly refresh.
There are twenty different styles to choose from. The Devon, Lane, Quinn, and Sloane collections are even available in a choice of two colors. From solids to stripes and florals, there is something for everyone.
Sheet Sets, which include pillowcases, a fitted sheet, and flat sheet are also sold classic white or grey solids as well as an on-trend blue feather stripe pattern. There’s a choice of microfiber and cotton sheets, both of which are a luxurious 400 thread count.
While every design has a distinct look, there is still an overall cohesive boho-chic aesthetic to the line as a whole. Piera Gelardi, co-founder of Refinery29 explains that this was very intentional. “We feel the most at home when our surroundings reflect who we are, and that has never been more clear now,” she says, “This collection started as a seed of desire with our audience of young women, and we created it with them in mind. Our take on decor celebrates your individual spirit with endless ways to express your style — because your space deserves to be as unique as you are.”
There are seven different plush cotton throws, each with a vintage-inspired style that appears to more expensive than the price tag reflects. These are some of the best pieces in the line and great to stock up on for housewarming gifts.
Arden has a simple tie-dye pattern that comes in blue and orange. By far the trendiest style throw, it’s a muted version of Riley, which has a tri-colored ombre design.
Lennon is the most sophisticated piece, sold in solid white or grey featuring rows of tassel cutouts.
Athena is the most contemporary option with a blue and white herringbone pattern.
Refinery29’s pillows easily accessorize the bedding, but they also instantly change the look of a sofa at a far better price than replacing an entire piece of furniture. Several of the pillows are even reversible.
They provide the highest decorative impact at the lowest cost. “A pillow has the potential to bring a couch to life,” says Rosenblum.
The bathroom collection is one of the newest launches with towels, bathmats, and shower curtains.
The towels are sold as sets of six with two bath towels, two hand towels, and two washcloths. Three sets are currently available: solid blue or white as well as white with multi-colored striped accents. These bundles are thoughtful gifts to send to college students who may be lucky enough to live in dorms this semester.
Everyone has been spending more time at home due to COVID and many people are becoming bored or frustrated with the aesthetic of their surroundings. “It gives you a little boost,” says Rosenblum. “Especially now, when the line between your home, your office, your gym, and your life are all blurring together, it’s important to keep those sacred spaces, and make them feel fun and inviting.”
Between the versatility, price point, and look, Refinery29’s home collection is likely to be a hit both with longtime readers and those just discovering the brand.