Why are you buying the luxury fashion of the Olsen twins lately?
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Status: 12:47 | Reading time: 4 minutes
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Now serious stylists: Mary-Kate Olsen and Ashley Olsen
Those: Getty Images North America / Stephen Lovekin
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From teen stars sporting pink merchandise to recognized designers with their The Row label, Mary-Kate and Ashley Olsen have brought an unprecedented image change. How did they do it? A style analysis
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S.They dress almost exclusively in black and have left the public stage to their little sister Elizabeth. They strictly reject social media and after extensive surgery on Mary-Kate’s face, the Olsen twins, made famous by the American sitcom Full House, can now be distinguished even from the outside. The two child stars of the 1990s, whose likenesses once adorned the pink plastic products of US discounter Walmart, now design luxury fashion with great success. A simple black cotton t-shirt costs 325 euros from The Row. A simple black cashmere cardigan for 1300 euros is currently sold out. Presented at the Paris Fashion Week. How did this change of image succeed?
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British director and Forever fan Zara Meerza provides a theory in the recently released mini-documentary “The Twins”, which can be viewed for free on the Internet. The ongoing enthusiasm stems from society’s general fascination with twins, she says. While couples or best friends seen in pop culture often drift apart during adulthood due to their diverse interests and evolving personalities, Mary Kate and Ashley Olsen have remained inseparable due to their stardom as well. They have matured into more authentic versions of themselves, which obviously makes it easier to sell a plain black T-shirt for 325 euros.
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Massive style: the Olsen twins as teen stars
What: WireImage / Djamilla Rosa Cochran
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The much more interesting hypothesis is provided by the 1.2 million TikTokker Charles Gross. In his fragments of the monologue “Let’s talk about it”, which he recites with an evocative and fascinatingly hypnotic voice, he dedicates himself to the entire stylistic world of teenage stars. Wanting to escape the limelight, the Olsen twins became the unwitting inventors of the undone look and perfected it over the years.
The unmade appearance is characterized by the fact that it makes the wearer look as if he has blindly reached the closet in the morning and unthinkingly threw some items away. When you find the right balance, the arrangement looks great. But it’s not as easy as you might think, because at best the look radiates lightheartedness, it’s casual but never careless: one of the highest style performances ever. The designer bag is chock full and bulging, but it is a Birkin bag worth 10,000 euros, which of course is carried instead of being stored in the closet as an investment. The hair may be greasy or just wet from the shower. The slippers flattened on the heel – or from the FW 16/17 collection by Gucci.
As they grew up in the 90s, the look of the twins evolved into effortless chic. Effortless chic is characterized by the quality of the materials you wear: leather, cashmere, silk or fur. Here, too, some details of the outfit are arranged as unconventional as possible. Which doesn’t necessarily mean it gets thrown away quickly.
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Still in fur: Mary-Kate and Ashley Olsen
What: WireImage / Kevin Mazur
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Above all, effortless elegance is about attitude. “It’s characteristic,” says Gross, “that you always have something in your hand: a coffee mug, headphones or a smartphone.” As if you were busy running from A to B. The view is usually obscured by XXL sunglasses and directed downwards, as if you are living in your own world and not interested in the (fashionable) opinion of others. The look suggests that you don’t have time to put your outfits together in the morning – or that you don’t want to deliberately pick it up. Nice to see in the paparazzi shots of the Olsen twins who escape the cameras in the 2000s. Someone who isn’t famous, on the other hand, often just seems rushed. Today, the Olsen twins can only be seen smoking together in front of a New York building in rare paparazzi shots. In their collections they continue to use fur stubbornly. Glitter ex-girlfriends have become modern rebels against the overly correct mainstream.
The Instagram fan account “Olsen Oracle” collects the few snapshots of the twins and offers a small glimpse into the now very private life of the Olsen. One photo shows, unexplained, Ashely Olsen with wildly crossed pieces of white cloth, a cap turned over on her head, a plastic glass of beer in one hand and a machete in the other. If you don’t care what other people think of you, you usually wear the best dress. And then they also sell plain t-shirts for 325 euros.
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