How the Olsen twins won over the fashion world
Think of a celebrity-turned-designer who has made it in the fashion industry and the
shining example would be Victoria Beckham. She’s photographed in all the right
places
(IINews) - Think of a celebrity-turned-designer who has made it in the fashion industry and
the shining example would be Victoria Beckham. She’s photographed in all the
right places – the Savage Beauty private view last week, say – her clothes are
worn by other celebrities (Beyoncé, Eva Longoria, Miranda Kerr) and there was
that tearful acceptance speech when she was handed her first British Fashion
Award in 2011. Brand Beckham has made the transition from Spice Girl to style
maven look easy.
But there’s another celebrity brand that has been quietly working away – and has
begun to reap the rewards. The Row, set up by TV stars the Olsen twins in 2006,
was nominated this week for two Council of Fashion Designers of America awards
(CFDAs) – Womenswear Designer of the Year and Accessory Designer of the Year
.
The American equivalent of the British Fashion Awards, the Olsens are in the
company of Marc Jacobs, Michael Kors and Proenza Schouler, and it’s safe to say
that the twins are no longer ageing child stars trying their hand at fashion. Their
success is being taken seriously. What’s more, the CFDAs are familiar territory –
they have won both of these awards before.
The Olsen twins have been famous in America since they were babies, starring
first in Full House, then their own movie franchise till the late 90s. Mary-Kate
then became something of a fashion icon as part of the mid-noughties LA boho
look, with draped layers, big hats, big sunglasses and even bigger bags.
Millionaires by the time they were 10, they could afford a little fashion folly. But
The Row is actually anything but. It’s become instead a front-row favourite worn
by those in the industry. And that’s the biggest endorsement the twins can get.
Arguably, this is partly because The Row speaks fashion’s language. It’s luxurious,
understated and minimalist, without being boring. Now nearly 10 years in the
business, they have nailed a sort of loungy minimalism as their aesthetic – a tiny
nod to Mary-Kate’s style, but without a floppy fedora in sight. Rather than
wanting to look like the founders, fashion insiders just want to wear the clothes.
It helps that they’re reassuringly expensive. A backpack this season retails at
nearly £2,700, while a white cotton shirt is £690. A previous bag design, an
alligator backpack, was famously priced at £22,950. They once sold a bunch of
sticks for £12. That puts it up there with the priciest of luxury brands, the Saint
Laurents and the Célines and, without shouting about it, that’s a statement of
intent. This is the territory that The Row want to enter, going from celebrity
brand to the upper echelons of the fashion industry.
The twins are biding their time to do that. While Beckham has expertly used her
personal public profile to promote her brand, the Olsens have taken a step back
from celebrity status. They’re rarely on the red carpet, for example. This means
it’s possible that some women who buy The Row’s clothes have no idea of their
celebrity pedigree. And that, arguably, is how the Olsens like it. The brand is now
a multi-million dollar business and the first Manhattan store will open at the end
of 2015. By then they may have another couple of awards under their belt. The
next step of this discreet masterplan is nearly complete.Read more
at:www.queenieaustralia.com/formal-dresses
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Datum: 20.03.2015 - 08:39 Uhr
Sprache: Deutsch
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