Mary Kate and Ashley Olsen are decidedly formidable businesswomen. Having benefited – blows derivatives – of their TV past and have become full-fledged fashion icons, they also managed to attract buyers upmarket boutiques with The Row, their line of ready-to-wear luxury. Their next challenge? Conquer France with “Elizabeth and James”…
The launch of “The Row” marked a change in the lives of twins. Farewell grunge looks and scandals anorexia background, the two most publicized Hollywood sisters opted for a more conventional exhibition (and healthier) that would raise the status of girls spoiled than fashion designers.
With clean lines, luxurious materials and chic androgynous flavor, the The Row rooms were well received by the profession (despite being overpriced and have left an aftertaste of déjà vu for Vogue editors) . However, the high price range performed by The Row excluded many of the young women seduced by the creations of the brand, most of them with little in 20 years, to afford a jacket over 1000 dollars (and if it did, they preferred to invest inBalenciaga …).
It was therefore necessary to review the business strategy of the business Olsen, to keep this new neo-tailoring trendy image that enchanted the press, while readjusting the price to be in line with the budget for potential clients.
Thus was born “Elizabeth and James”. Fitted with Address Book to rival Anna Wintour , the Olsen had only to the partially open to find partners able to help them launch a sportswear line that seam. Peter Koral and Jane Siskin (the creators of 7 for All Mankind) thus became their associates.
The concept of the new label is to offer girls doped Fashion TV to wear designer clothes at an affordable price. The inspirations male / female claw even gave birth to two lines: “Elizabeth blazer” and “James blazer”, one being more focused on a stamped-sexy attitude, while the other appropriating codes the androgyny.
At first only for the US, “Elizabeth and James” wowed Cedric Charbit (responsible for Spring fashion purchases) who offered to give him visibility on the Old Continent. It is therefore possible in the month of August, going stroll Spring judge by the value of the last commercial mix / Creative Olsen sisters…
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