Ehe Row: How the Olsen sisters built a fashion empire after their film careers

Mary-Kate and Ashley grew up in front of the whole world as the Olsen sisters. The twins starred in commercials and movies from an early age, but left Hollywood to pursue fashion seriously. They secretly opened their own luxury brand, The Row, which perfectly reflects their style. Before they became icons of minimalism they underwent quite a metamorphosis of image. The designers have been setting trends for a long time, and recently a fashion trend named in their honor – “Olsen Truck” – was born.

Olsen sisters – short biography

The Olsen sisters were born on June 13, 1986. Twins Mary-Kate and Ashley made their show business debut at the age of 3 months. They started with commercials, then it was time for short episodes, and in time for leading roles. “The Full House” is a film in which they took turns acting at just 9 months old. They grew up in front of the audience and appeared in more productions, including on their own. Meanwhile, they were also active in other fields, including founding Dualstar – a company specializing in film and gadget production – as 9-year-olds. The twins gained enormous fame, so an animated film and a documentary were made about them. Mary-Kate and Ashley Olsen definitely gave up their acting careers for the fashion industry in 2004. They had already had exposure to this world as teenagers, when they promoted a collection of clothes for the Wal-Mart store chain.

Mary Kate and Ashley Olsen – fashion icons

Mary-Kate and Ashley Olsen were changing before the eyes of the public, and their style was also evolving. Playing with fashion has always given them a ton of fun, and their styles have attracted more and more attention, especially Mary-Kate’s controversial creations. Many times the sisters chose matching sets. Their style work took years. The girls abandoned colorful, spectacular outfits in the boho spirit in favor of the sophisticated minimalism that has become their trademark. The Olsen twins have always followed their own aesthetics rather than current trends.

Mary Kate and Ashley Olsen appreciate the classics. What distinguishes the sisters’ style? They stick to a subdued color scheme, which is why their closets are mainly dominated by black, which they usually wear as a total look (styling in one color). They love simple cuts, in addition to oversized ones, as well as longer forms, including dresses and maxi skirts. Loose jeans, large turtleneck sweaters, classic shirts, ensembles, chic coats, white shirts and blazers are the most common choices of the twins. Mary-Kate and Ashley Olsen are not afraid to disrupt the proportions of the figure, wearing wide bottoms along with tops of similar cut. Very rarely do they emphasize the waist with a belt or a fitted cut, such as slim-fitting pants. The designers’ capsule closet is complemented by stylish accessories. For years, their styles have been bolstered by large sunglasses, scarves, clutch bags to hand and capacious bags. Boots on a thick post, flip-flops, moccasins, Birkenstock flip-flops, Chanel ballerinas and stilettos in black are sometimes exchanged for bolder pieces, for example, in animal print. When it comes to jewelry, Mary-Kate and Ashley Olsen remain faithful to long necklaces and dangling earrings and lots of rings. This is perhaps the only element that harkens back to the boho era they were known for years ago. The designers are now opting for more minimalist bling, albeit in an xxl edition.

Brand The Row

The Olsen twins created the luxury fashion brand in 2006 while attending university. The company’s name, The Row, is inspired by one of London’s most famous streets, Savile Row. At first, no one knew who the owner and designer were. Mary-Kate and Ashley Olsen kept their actions secret because they wanted the industry and customers to objectively evaluate the collections. They quietly built the business for several years using the small steps method. Revealing the identity of the creators 3 years after the debut did not harm the brand, on the contrary, sales of products are steadily increasing. In 2018, the range was expanded to include a men’s collection. In addition, stylish accessories – a series of bags – went on sale, and over time footwear, socks and other accessories also appeared. The Row proved to be a success, and the 2019 Council of Fashion Designers of America (CFDA) award sealed the sisters’ achievements. In 2024, well-known entrepreneurs – the Wertheimer brothers (who run Chanel) and Tethys Invest (the company is owned by L`Oreal heiress Françoise Bettencourt Meyers) – invested in the company. However, the twins still remain the main shareholders.

The style of The Row brand is strongly connected with the aesthetics of the designers themselves. Purity of form, precision workmanship, high quality materials and timelessness are the hallmarks of each collection. Minimalism, a subdued range of colors, and a distinct austerity come to the fore. Universal collections combine classics with a large dose of modernity, yet everything is perfectly balanced. The brand’s aesthetics captivate with their simplicity, lack of logos and comfort. Customers of The Row include celebrities, as well as fans of the “quiet luxury” style (“quiet luxury” means high-quality clothing and accessories devoid of flashy logos).

New fashion trend – “Olsen Tuck”.

The Row brand has given the Olsen sisters even more fame. The twins were paparazzi favorites from the beginning. Photographers followed their every step, also closely recording their styling. The sisters became fashion icons, cleverly combining classics with a lot of nonchalance, yet elegance.

The new fashion trend “Olsen Tuck” is named after Mary-Kate and Ashley Olsen. The idea is to hide a section of strands under clothing or accessories. On the TikTok platform, a number of hairstyles inspired by everyday designer looks have appeared. Hair hidden inside a scarf or scarf wrapped around the neck, or even a turtleneck, is an interesting idea for turning up the simplest ensemble. This practical solution was promoted by Phoebe Philo and much earlier than the twins. Currently, this original idea of hiding hair is also proposed on the catwalks by other designers, including Calvin Klein. “Olsen Tuck” is a nonchalant trend that requires no expense at all.