Stylist sat down with Revolve’s co-founder, Michael Mente, Chief Brand Officer, Raissa Gerona, and Kai Li, VP of International, to talk about the brand’s latest move, social media strategies and, of course, their famous parties.

Revolve has been celebrated on social media for years now. Why was now the right time for a UK launch?

MM: I think because of social media, we were very confident that the brand was resonating well around the world and London was our third largest city - even with the poor shipping experience, which is incredible. I actually feel guilty for all our UK consumers who are passionately shopping with us in spite of that, and I think it’s long overdue that we can now offer free shipping, free returns. But we’re also selfishly excited as we now get to spend time here, too.

For who don’t know the brand so well, who is the ‘Revolve girl’?

MM: I think what’s great is that there’s aspects of everyone. When you browse the site and there’s so many clothes to scroll through, sure, a customer who loves us could still find things that would never suit them. But we have a broad range and, because we’re able to accommodate more than one category, we’re able to reach a broader sense of consumers. There’s definitely a sense of confidence and sexiness, as well as ambition, work ethic and socialising. Because of that, we’re able to provide product for all aspects of lifestyle: a rooftop brunch or a park picnic… clothes to wear to work, or clothes for travel. A whole range. There’s really a number of people who connect with different aspects of the brand and this broad range of pieces uniting everything.

Speaking of socialising, we are obsessed and forever envious of the Revolve trips and events you host around the world. Are you guys bringing that to the UK too?

RG: 1000%. We were talking about how excited we are to be here and to come here frequently. The next events will be bigger and better to thank and appreciate all our customers and fans. Just seeing how many influencers are here and love the brand has been so, so exciting, and gives us confidence that we can go bigger the next time we come back

With so many infleuncers and A-Listers as fans, what’s the ultimate goal for the launch in the UK?

MM: It’s interesting. It’s a mix of two goals: to expose revolve to our new customers and for them to see what we’re about but also to educate them. Once they know about us, we’d like people to know about the nuts and bolts aspect. We’re just so excited for this new step.

Are all brands online going be available?

MM: Yes. There may be a handful of beauty ones which won’t be, but otherwise everything will be available. The full experience!

Revolve is one of the brands that stepped head of the game with your social media strategy? What made you decide to do that, early on?

MM: I think, historically, that’s something we enjoy and when we first started the company, we were ahead of the curve, advertising with Yahoo first. Then, working with the evolution of the digital ecosystem, we’ve always been able to stay a step a ahead. We viewed it as a big opportunity: shifts provide risk, but we always see it as opportunity. Of course, the big shift we’re going through right now is influencer marketing… how blogs have evolved to social media and different content strategies. We identified it early and we’re excited to see how it all develops and grows.

Millennial-favourite Revolve has launched in the UK