Mary-Kate and Ashley Olsen’s The Row: The Rise of ‘Quiet Luxury’ and the Dangers of Popularity

Last month, it was announced that the owners of Chanel and L’Oreal – also not small players – invest in the luxury brand Olsens, which, according to the American business platform. Bloomberg worth about a billion dollars.

“Anyone who’s interested in fashion or involved in that world knows The Row,” Elle’s fashion journalist Pim Spoor said of the brand which sells jackets, bags, trousers , t-shirts, blouses, sweaters and accessories for men and women.

While the Olsen sisters, known for the series Full House and the movie It Takes Two, were in the spotlight before, they are still relatively under the radar after their career change. A conscious choice according to Spoor. He says the twins immediately separated their celebrity status from the brand founded in 2006.

Restriction

“The brand quickly became a real fashion label instead of a celebrity project to make more money,” Spoor said. It seems that the suspension of the Olsens, who are now 38 years old, fits the brand. “It doesn’t work with brands so it’s hardly recognizable for fashion laymen.”

“The brand differentiates itself from many other luxury brands with its understated style. She says that the materials used are of good quality.

Luxury goods

“The Row only works with the most luxurious fabrics and the design team is full of silhouettes and the perfect cut. understood luxury, you can’t put your finger on it, but you know the wearer is wearing a luxury garment,” Spoor said.

The Olsen sisters, whose sister Elizabeth is now a famous actress, do not often appear in public. Here’s a photo of the two at The Row event in 2007:

According to Spoor and Niesten, the brand’s minimalist look is also an explanation for The Row’s ‘progress’. Recently, ‘quiet luxury’ has become a trend. In other words, wearing expensive clothes without frills.

“Logistical effect on the label that has been spoiled,” says Niesten, who refers to luxury brands that sell products that attract attention with labels and large letters.

The popular series Succession has fueled the trend. One of the lessons from that series is that wealth doesn’t have to be shown through flashy objects.

Moving from other leading brands

The Row also differs from the major brands in terms of fashion shows, says Spoor. “Unlike big fashion houses, they don’t organize big fashion shows with a front row full of celebrities and influencers. On the contrary, their fashion shows in Paris are special shows, and last year even phones were banned.”

“Their social media accounts only contain images of art to promote the collections and they do not work with influencers to promote their products.

Margaux-tassen

Niesten has been selling products from the Row for more than ten years and has noticed an increase in sales in her own store. The Margaux bags from The Row are very popular.

The entrepreneur says that he receives several requests for the bags that are available in limited editions. She calls the Margaux bag the new Birkin, as Hermès’ most unique bag is called.

In the image below: the Bog Margaux 15 Bag in black leather

Such a bag comes with a price tag. For the most popular Margaux 15 according to Niesten, if it is available, you have to pay more than 5,000 euros. The Maurgaux 17 is even more expensive.

Niesten says that some versions of the Margaux bags cost tens of thousands of euros. “If you want one made of alligator leather, for example.” A T-shirt from The Row quickly costs over 700 euros.

Not for sale everywhere

The Row products are not sold everywhere. In a very select number of stores, online or in one of the five stores themselves. They are located in New York, The Hamptons, Los Angeles, London and since last month in Paris, where there was great interest at the opening.

Shopping for The Row clothing may not be for everyone. Niesten also sees the type of customers changing because of The Row hype. “At first only people with sophisticated taste came and now you see people who have a lot of money, but less taste.”

popular ‘danger’

According to her, this is also the danger that threatens The Row. That the brand is becoming ‘too popular’. Which is good for the Olsens’ wallets, but it doesn’t benefit the exclusivity.

Major fashion influencers who ride the hype, but whose style doesn’t fit The Row, could be a threat, Spoor thinks. They could make the brand ‘mainstream’.

Confidentiality

Spoor believes the brand benefits from privacy. It seems that the sisters, who are not on social media and are careful about public appearances, also understand.

He says that the Olsens ‘as far as is known’ design the collections themselves together with a design team. Niesten also says that he believes that the sisters are more than just the names behind the brand. Spoor: “The mystery surrounding the Olsen sisters is the driving force behind The Row’s banality.”