Advertise with fastmoving.co.za
 
 

Elevating the on-trend capsule and taking the campaign from exciting to extraordinary is its heroine, model Chantel Struwig.
Elevating the on-trend capsule and taking the campaign from exciting to extraordinary is its heroine, model Chantel Struwig.

Refinery celebrates diversity with new fashion campaign

MARKETING NEWS

99c - Jul 18th, 11:39

Local fashion retailer Refinery is set to make waves across the local industry with its new spring campaign which embraces diversity, encouraging others to be unashamedly, authentically themselves.  

Elevating the on-trend capsule and taking the campaign from exciting to extraordinary is its heroine, model Chantel Struwig (@chantelstruwig). Chantel lights up the fashion visuals while redefining conventional beauty standards with her luminous blue eyes, beatific smile and prominent purple-pink birthmark that covers around a third of her face.

Known as a vascular birthmark, or as Chantel prefers, her ‘badge of honour’, the skin discolouration is caused by blood vessels that don’t form correctly in childhood. It made being a kid hard, Chantel admits, as she found herself the subject of stares or fielding invasive questions such as ‘what happened to your face?’

Chantel, who is currently in her matric year, says that it was only after coming across an actress with a similar birthmark on social media that she realised she needed to start believing in herself. She decided to begin modelling and subsequently turned her insecurity into a striking asset.

Today Chantel works with children to raise awareness around birthmarks. “I hope to teach children that birthmarks – like freckles, vitiligo or other skin conditions – are what make you unique," she explains. “I want to do for others what that actress did for me.”

Karla Roodt, Marketing Manager at Refinery, says that Chantel inspired the entire Refinery team with her beauty, bravery, and bubbly personality. “Her style, her social media tone, her wit…she is a true ‘Refinery girl’, and we felt that she really brought the range to life.”

Chantel admits that she was thrilled when she received the call to feature in Refinery’s new campaign, “I have always loved Refinery and am a big fan of their affordable, easy-to-wear and modern vibe. Being asked to be part of their spring campaign was like being asked to sing with your favourite artist!”

Chantel reveals her favourite item from the collection to be the leopard-print dress she dons in one of the campaign images. “I love its boldness and I feel that anyone who wears it will instantly stand out in a crowd – and that’s what I live by, to stand out."

“Always wear your clothes with the mindset of knowing you look amazing. It’s an instant confidence boost!” she adds.

Says Karla, “Our brand’s ethos is based on realness, which resonates with our customers. It was important for us to work with someone who epitomises the same authenticity and values that we as a brand live by, and we are honoured to have Chantel in our latest campaign.”

Refinery’s spring collection launches online and in all stores on 25 July.

 

Related News

Checkers brings world-class retail to Constantia with new flagship store
27/11/2019 - 13:01
Checkers has opened the doors to its state-of-the-art 2 330 m² flagship supermarket at the Constantia Emporium as the retailer continues to take innovation to new heights.

Woolworths carves out market share in SA
27/11/2019 - 10:11
In Australia, David Jones's sales declined 2.1%, with the company saying a store refurbishment contributed to the decline.

Push and pull strategies work together to keep consumers coming back for more
26/11/2019 - 10:20
The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products. A pull strategy needs to coexist with the push to drive brand consumption. Integrating these strategies requires intelligent and insightful decision-making. This, in turn, requires data generated through smart technology which provides line of sight across the value chain from manufacturer to distribution, retailer to the consumer.

Exclusive leases must fall: Commission cracks whip on Shoprite, Pick n pay, Spar, Woolies
26/11/2019 - 09:57
The Competition Commission Inquiry into Grocery Retail, published on Monday, called for an end to the exclusive leases negotiated by national retail chains in all shopping malls across the country in a bid to open up access to markets for smaller players.

Today’s customers are loyal to speed and convenience, not brands
25/11/2019 - 11:15
Consumer expectations are rapidly shifting as technologies such as mobile, geolocation, social media and increasingly, Internet of Things devices and wearables, connect people to a world of easily accessible information and convenient services. With the ability to browse, compare and order with a few swipes and taps, consumers are becoming trained to value convenience and service above nearly anything else.