It is not expected that the share of small binoculars “The party at home,” they might be become true fashion icon and a model for a pre teen generation, their filmography and brand clothes have anchored them in a girly picture a bit silly. But Olsen have more than one trick up their sleeves and decided to change course. They have indeed developed their look to something much more glamorous than usual … Mood changes or business strategy? The two young women are indeed full launch of their new clothing line, which is conspicuous by its chic minimalism: The Row!
Gone are the days of shapeless garments, yarn tights and flaxen hair, Ashley Olsen wears a sexy and sophisticated look: Stilettos, Ray Bans and Fendi bag… look like a real small business woman! No wonder the young woman and her sister are from an early age under the spotlight and know how to use their image to promote their products.
Today it is a collection of ready-to-wear luxury they decide to launch. Why girls need to be fitting with the new direction of the mary-kateandashley brand, created 8 years ago. 14 years after the founding of their company, Dualstar, Mary-Kate and Ashley Olsen have decided to take up the challenge to evolve their brand along with them.
At the time their declines products that “stick” with the image of trendy binoculars and riding the enthusiasm they generate among a generation of young girls. The company is headquartered in California and is very discreet about its sales. But financial experts analyzed the case and Olsen were estimated in 2004 that the group’s revenue reached a billion dollars…
Contrary to all that is done under the name of their mary-kateandashley brand (derivatives, licensed to Claire’s, Walmart, etc…) the new line will be exclusively Row directed by the Olsen sisters and they all go through . Indeed in June, the girls will be major and will legally be the head of the company. In addition, they decided to fully fund the project to be as free as possible and choose for themselves the direction of the line.
“We want to control their image and choose each piece of each collection,” the Olsen aware that they are addressing a different market, the price of the collection are directly in the luxury category and their fans are not used to this kind of products. Within the company, the leaders have understood that the twins had grown smaller and wanted to fly with their own wings.
Therefore The Row is not equated with Dualstar so that Olsen can do their evidence. And the Olsen sisters seem to do very well, very selective in their choice, they select the best materials and the most advanced suppliers. For the launch of their brand, they sent in preview to a panel of stars for a shirt of their collection.
The Row: Savile Row is the area of London, where you can find clothes of high quality, which is the name of their new label. The spirit of the collection was inspired by the black and white photographs of Helmut Newton and Peter Lindbergh. Ashley Olsen said love the androgynous side that emerges. The team consists of binoculars and they are the head, worked on the forms and materials of parts so that they can be worn with any type of women, regardless of its morphology.
Ashley Olsen said his favorite part was the way tuxedo coat that can be worn as a dress, because the shoulders are very narrow… The pieces such as this coat are part of the core of the line, creations that reveal enough body to be sexy and do not show enough to be vulgar.
The collection is thoughtful, interesting and pointed. It has already attracted many buyers at the presentation of the collection that was held in Paris in February. We have to wait the 20 pieces in the collection are available, which is expected soon. They spoke to us in June…
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