1. behind: Sisters and Seekers, Reformation, REFY
they're called cool-girl brands for a reason
I am in no way, shape, or form a writer. I never have been. I did enjoy reading and writing and escaping reality when I was still in school, though English was not my strongest subject. I am, however, a brand designer by trade and a creative at heart. The thing about us creatives, we’re known to dabble in everything, 1 because the term 'creative' is so bloody vague, and 2 because, well, we create—any form, any medium (some admittedly better than others.)
So, welcome to my first Substack post. From here on, I’ll be diving into the world of brands—fashion, beauty, lifestyle, you name it. There’s a wealth of amazing brands doing amazing things out there, and if you’re in the throes of building one, you can learn from what already works and perhaps what doesn’t.
Anyway, we can skip the long intro. I'll structure my thoughts to keep myself from wandering off-topic (reminder: not a writer). Every Sunday, I’ll start with three brands that are absolutely nailing it, then throw in whatever brand-related stuff caught my eye that week. Let’s make this fun, because brands are fun, and I’m here to share that fun with you.
Sisters and Seekers
I only recently discovered Sisters and Seekers last year, and I immediately became obsessed with their hoodies. These hoodies stay sold out, and for good reason. But beyond some of the best-quality hoodies I’ve ever bought, they have mastered community.
Their tiered rewards system is simply genius. It’s quite literally a cool girl club everyone wants to be part of. And, of course, cool girls get rewards. They’ve got exclusivity down to a T.
This boils down to not only having a strong brand mission but also living it. Words from the sister founders (how cute!), Alice and Maisie Jones:
“A sister is someone you can rely on, someone who lifts you up and most importantly, someone who shares your wardrobe. We want our brand to allow you to find what you seek, with the help of the sisterhood. Our ever-growing beautiful community is full of empowered sisters of all different shapes, colours and cultures from around the world. We are all sisters here.”
They also send some of the best emails I’ve ever seen. Whoever is on the graphic design team deserves a raise. (but I talk about emails from the next brand so let’s not be repetitive. See screenshots below and simply be inspired…)
Reformation
There are three things I love about LA cool-girl fashion brand reformation:
1 Their email game:
Reformation's copy is both witty and clever and uses a tone that resonates well with their audience, blending fashion, sustainability, and pop culture. See screenshots below for some well-executed copy. They really do speak the language of millennials (coming from a gen-z.)
2 Brand positioning:
In terms of brand positioning, they have clearly and effectively established themselves in the market. Trendy, celebrity-endorsed sustainability at its finest. A quick Google search of "Reformation" and their position is clear. The title tag succinctly says: "dress healthy, sustainable clothing," while the meta description reads: “Being naked is the #1 most sustainable option. Reformation is #2.” Super simple and straight to the point.
3 Relatability:
Reformation taps into our everyday lives, seamlessly weaving pop-culture references into their messaging. By tapping into relatable aspects of modern life, such as dating and relationships, Reformation connects with its millennial audience on a deeper and more personal level.
REFY
REFY is seriously setting the standard for experiential branding in the beauty industry. Their strategy includes regular product launches, social media giveaways, and stylish pop-ups. Their recent 'Gloss & a Glass' event at the Wine Bar was a notable example of their innovative approach. Attendees could receive a free mini lipgloss with every wine purchase. I visited their pilates pop-up in London last summer, and I can truly say that every detail at these events reflects REFY's bold and sleek aesthetic, creating an immersive 'REFY World'. Their pop-ups perfectly combine elements of beauty, lifestyle, and community, all while maintaining REFY's clean and sleek branding.
This has a lot to do with influencer turned brand founder, Jess Hunt. Her chic and minimalist style mirrors the brand's visual identity, resonating even further with her audience. I feel 50/50 with celebrity and influencer brands. The fashion and beauty world has seen numerous celebrities venture into business. However, Jess has managed to embed her personal aesthetics into her brands, making REFY feel more authentic and resonant. Like Marty Bell, co-founder of sunscreen brand Vacation, said: the most compelling brands often serve as a true personification of their founders. Take that into consideration.
Weekly Musings:
Kim Kardashian announces she is creating makeup again - this time called SKKN By Kim Makeup - after ending KKW Beauty nearly 3 years ago: Kim K’s back with a new makeup line. The decision to introduce SKKN by Kim Makeup instead of reviving KKW Beauty presents a new direction in her brand strategy. Should she have brought back KKW Beauty, or will SKKN by Kim Makeup hit the mark? I’m scratching my head here, but hey, a nude lip is a nude lip.
It’s time to transform your skincare routine with the help of Mrs Bieber: Hailey Bieber's skincare brand, Rhode, is launching a pineapple cleanser. I like that they’re moving away from the buzz of colour cosmetics, back to basics. And the shoot? Super cute. SpongeBob vibes, but make it chic. Trust Mrs Bieber to tell a brand story that’s both delicious and stylish.
Alaïa Presents Its Winter 2024 Collection Via Model Selfies: I think I first saw Balenciaga do this last year. Sometimes, when I’m looking for something on the Zara app, I see it too. Selfie lookbooks. Pieter Mulier, creative director of Alaïa, follows suit with their 2024 winter collection. Coach too. Overall, I'm a fan of this trend. Phones on the runway lookbooks bring a new experience to luxury fashion, one that's more grounded and personal. It's exciting to see brands experimenting with this concept, and I'm curious to see who else might follow suit.
The Business of Beauty is doubling down on their commitment to rigorous coverage of the global beauty and wellness space, with more content and events: If you own a beauty brand of any sort—skincare, makeup, hair, wellness, etc.—you need to sign up to hear from The Business of Beauty. What are you waiting for?
What the rise of babygirl men means for fashion: Very interesting read. I had never heard of ‘babygirl men’ (I don’t usually care about men or their influence on culture), so had to look further into this rising trend. Barry Keoghan is one. Pedro Pascal is definitely one. Kendall Roy from succession is apparently one??? Timothée Chalamet, Jacob Elordi and others… What I am picking up about this trend is that it's not just about looks; it's about being interesting and universally loved. Also, most babygirl men often break gender norms with their fashion choices. Thoughts?
Lip Gloss Is Beauty’s Secret to Sales and Sex: Rachel Strugatz says, “it’s skincare brands, not makeup brands, launching the most successful lip gloss products right now.” And she’s not lying.
Abigail Disney says it was 'wrong' to fly alone on family's private Boeing 737: Well, duh.
There you have it—who said designers can’t write? I’m looking forward to sharing more insights and musings.