44 posts tagged "The Row"
Mary-Kate and Ashley Olsen described the aha moment behind the founding of their label, The Row, at Women’s Wear Daily‘s WWD@100 conference this week: On a press tour of Canada, they noticed that the audience was wearing giant sweaters, bug-eye sunglasses, and Balenciaga bags. Exactly what they were wearing, in other words. Well, no one can say they didn’t give the people what they wanted. [WWD]
Hermès is firing back at LVMH after the French conglomerate purchased 17.1 percent of the company’s shares last month. Hermès international CEO, Patrick Thomas, and Bertrand Puech, the fifth-generation heir of the company’s founder, requested that LVMH chairman and CEO Bernard Arnault withdraw. “There is nothing friendly about this move,” they told Le Figaro. [Fashionologie]
Don’t mess with the Hells Angels. That seems to be the moral of their recent copyright infringement lawsuit against the Alexander McQueen label: A judge has decided in the Angels’ favor, ruling that all merchandise with the motorcycle club’s trademark insignias must be recalled and destroyed. [Huffington Post]
The CEO of YouTube, Chad Hurley, is stepping down from his post to focus on his line of menswear, Hlaska (a combination of Hawaii and Alaska). No, really. Hurley, at least, sees the two projects as being vaguely related. “We make stuff we want to use,” he explained to Forbes. “In that sense, it’s exactly like YouTube.” [Forbes via Refinery29]
The Row may be one of the hardest invites to score at New York fashion week, but Mary-Kate and Ashley Olsen’s e-commerce-enabled Web site is open to all, and the young duo is at the forefront of innovations in online retailing. The designing sisters have given Style.com an exclusive preview of their first-ever shoppable video, which goes live on www.therow.com later this week. Shot by photographer/director KT Auleta backstage at their Fall show in February and produced in collaboration with the digital agency Moving Image & #38;Content, the clip is enabled with click-to-buy technology that, as its name implies, allows users to shop the video. Want Sasha Pivovarova’s ivory corset and low-slung trousers? Tap the mouse and they’re yours. “We’ve always believed in the power of video to communicate a brand’s message,” Ashley explained. “A few years ago we created a short film to introduce our first holiday collection and it has close to a million views on YouTube. We like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.” Mary-Kate elaborated: “Women today are so busy; we want to make the shopping experience seamless and easy for them.” Anyone who doesn’t get a ticket to the Olsens’ Spring show on September 14 can assuage themselves knowing that their next click-to-buy opportunity will arrive early next year.
At the beginning of the year, Mary-Kate and Ashley Olsen launched TheRow.com for their fledgling, much-loved line. Today, they’re taking it one step further, with an e-commerce boutique selling the label’s apparel and eyewear.
“We don’t do much online shopping,” Ashley admitted to Style.com. “But we spent a lot of time researching other online shops when developing our site. We wanted to focus on making The Row’s online shop easy to use and bring a level of tangibility we felt was missing from most of the market.” The site, created by Sweden Unlimited, features detailed views of each item as well as cinematic tableaux for each product category—jackets and coats draped over vintage armoires, sunglasses crowding in drawers. The sisters emphasize usability and functionality along with the downtown-cool aesthetic—Mary-Kate cites Net-a-Porter, her favorite online shop, as an inspiration for its ease of navigation, customer service, and detail.
“We wanted our customers to have access to 360-degree views of every piece from the collection and be able to see extreme close-ups of each garment,” Ashley added. “Sometimes there’s a disconnect between what an item looks and feels like in person and how it’s presented online; we’ve worked to eliminate that.”
In time, the shop will grow to encompass more categories, including menswear. Will that one day include the first Row bag, so tantalizingly mentioned at our Resort appointment? “We’ve been carefully developing [it] to be sure it comes out exactly to our specifications and is just what we envisioned,” Mary-Kate said. “To do it right takes time, but we’re patient and we’re excited for the outcome.”
In the meantime, leathers, furs, jackets, tops, and more will be available today when the site goes live at 12 p.m. PST. And until August 20, entering SHOPTHEROW at checkout will get you 15 percent off all of it.
Mary-Kate and Ashley Olsen are two girls with some serious experience in sunglasses—there were years when they were never seen without a pair. Their eyewear range for The Row, no surprise, benefits from the experience. The specs have the same unfussy cool as the duo’s ready-to-wear, and should fly off shelves just as quickly. There are a variety of styles, all made in collaboration with Linda Farrow, from a blue- and- rose-tinted round pair of wire frames (similar to the John Lennon glasses MK was wearing for a while) to our pick, an oversized, rounded-off cat-eye that would be (we imagine, at least) ideal for fending off the paps.
$325, available at Barneys New York, www.barneys.com, and Bergdorf Goodman, www.bergdorfgoodman.com.