The Row, Mary Kate and Ashley Olsen's label, has bucked the trend of celebrity designed fashion lines, to become one of New York's most high profile young brands. Impressively, the label has won the CFDA's Womenswear Designer of the Year award twice, in both 2012 and 2015. The famous twins founded the label in 2006; focused on ultra-luxury basics, it has quickly become a legitimate must-see at New York Fashion Week and is stocked in the world’s most exclusive stores.
Previously known as "the Olsen twins" or just "the twins" — have spent most of their lives in the fashion industry. As child actresses their massive popularity spawned a tween clothing line which, along with accessories, beauty and dolls. The pair went on to become fashion plates and were constantly photographed to the extent that Mary Kate’s look entered the zeitgeist and was dubbed "hobo-chic."
“I think The Row skews toward an older market — an educated consumer who’s been shopping for years. The main thing we thought was lacking in the luxury market were basic pieces that could break up an outfit so you didn’t feel like you were totally dressed in one designer. You could add some ease and comfort, tone it down,” said Mary Kate Olsen. The brand has expanded to include a range of ready-to-wear, eyewear and handbags, including their now infamous $18,000 black alligator backpack.
In 2007 the pair released a contemporary line, Elizabeth & James, named for their siblings. They have also released lines for J.C. Penney, called Olsenboye, and a t-shirt line for Style Mint, and have collaborated with Bik Bok in Scandinavia. In 2008, the sisters published the book Influence, a compilation of interviews with individuals who had inspired them from the fashion industry.