Newly minted CFDA members Mary-Kate and Ashley Olsen want the fashion crowd to know they are the real deal. For the first time during next month’s New York Fashion Week, the sisters will stage a presentation for their upscale collection The Row. Bergdorf Goodman and Barneys New York are among the stores that carry the label.
The duo is also busy trying to build on the success of their Elizabeth & James contemporary label, which also features women’s shoes and men’s wear. And, they have collaborated with Robert Lee Morris for jewelry. Retailers that carry the label such as Saks Fifth Avenue are said to be increasing their commitment to the brand.
Next up, they’ll roll out Olsenboye juniors clothing in 600 J.C. Penney stores. To drum up some prelaunch buzz, the twins are using previews, limited offerings, and digital and guerrilla marketing like an Olsenboye truck selling merchandise and doling out cupcakes. The Olsens are also considering reentering the beauty business under the Olsenboye label after the debut of apparel and accessories.
In the meantime, count on them to keep getting their labels noticed as they are often photographed by the paparazzi, running around town in their own designs.