It’s hard to believe, but Refinery29 began as a combination city guide and deals website. Now, the 10-year-old fashion-focused website has fully embraced its media organization ways, especially in the launch of its new mobile app.
Announced via blog post, Refinery29’s ‘This AM’ is designed to provide users with quick hits of news as well as pop culture and fashion stories catered to the website’s audience of young, style-oriented women. Pared down to just eight important stories, the app makes it easy for users to quickly tap through and get updated on a variety of topics.
For those who don’t have the app, it seems the company is also experimenting with the content natively on its website.
Over the years, Refinery29 has shaped its content to cater to current events as well as clickable health, fitness, fashion and beauty tips primarily geared at young women. It’s unlikely that the company will stop the app suite at ‘This AM,’ but it is an interesting way to build a mobile media following independently.
This also isn’t Refinery29’s first foray into mobile content: the company launched a Snapchat Discover channel in October of this year.