Very Quiet Suite: How did sisters change the fashion industry and what is the phenomenon of their brands?

Olsen’s sisters belong to a small number of influences that do not lead social networks, do not interview and rarely do not appear in social activities, but they still continue to be the object that the paparazzis have taken care of for years. Intentional neglect and magnitude love elements and styles have become a kind of classic. And the black color and a cup of coffee are so strictly fixed behind the star twins that it is impossible to imagine them without these elements.

Mary-Kate and Ashley Olsen never followed the trends, they asked them. And the brands established in 2006, The Row, stands out very strongly against the rest of the fashion empire. Today, on the occasion of the birthday of sisters Olsen, the Peopletalk Fashion Department proposes to understand what the phenomenon is the queue and how girls managed to change the industrial development vector.

Brand history

It is not about the viral advertising campaigns of the row brand, it is not about the famous gift and the logos in collections are not about screaming. The order is the personalization of aesthetics with a silent luxury, whose principles are attached to Mary-Kate and Ashley. Before moving on to the brand’s phenomenon, we offer some more information about its story.

Mary-Kete and Ashley Olsen started their fashion careers in 2006 with creating a “perfect white t-shirt .. Both saw a niche: no one made minimalist basic products at the premium design level. Thus, the Row brand was born – his name is inspired by Savile Row Street in London, known for his traditional tailoring skills.

The idea was simple: timeless and seasonal clothes. The first collection is only seven products. T -shirt, leggings, cashmere sweater, a leather jacket -and everything is so high quality that Barneys bought the entire collection. From where? Olsen knew that they sold a feeling of “silence ında in a very“ high ”world, not just clothes. No logo and monogram, a chain marketer in the inner stitch, is a sign that something can be recognized by a segment, not by the logo. And considering the zero and logomani charm of the 2010s, this approach was really new. Meanwhile, when the brand is created, it is important to state that sisters are not yet 20 years old.

“To be honest, I don’t know what we noticed what we’re doing. Then we just moved to New York. We were 18 years old, and I think we wanted to rest this time to relax and discover what’s concern about us,” he remembers in an interview with Ashley ID.

After a successful exit, the star twin brand begins to develop. Slow but correct. The first three years after the launch, the team did not interview at all, the shows room (without star guests, journalists and bloggers). The priority was exactly quality and the product itself. Therefore, in 2012, CDFA was the winners of Olsen, the Best Designer of Women’s Clothes ”, and the brand sales rose to $ 100 million after ten years, and the company itself was estimated to be 1 billion dollars after the investment made by Chanel and L’Oréal. It turned out that the sisters could build a very competent approach to Olsen, that they could clearly think about the philosophy of the brand, and that they could draw millions of fans with their non -obscene silence. Moreover, all of this was built for ten years, not one or two years.

What is phenomenon?

Silent suite for quiet luxury

“The place you read, we taught” – Sister Olsen, a few years ago, could have said about the tendency of the aesthetics of the old money. Forgotten, remembering, expensive fabrics in the summer of 2023 had real explosion, logo lack and simple basic things. Then all the effects abandoned things full of monograms in favor of intellectual minimalism. One of Olsen’s sisters always introduced. Thanks to the industrial tendency of the line, attention was in the center. LYST demands increased by 93% in the first quarter of 2024 and the demand for the legendary Margaux bag was 198%.

In the 2010s, relatively niche brands for people who are ready to spend money on quality rather than the representatives of intellectuals and logos, it turns out that the business of the brand in the 2020s began to fall into their Viviasts.

No loud names

Almost all big brands have their own ambassadors. But not in order. Olsen’s sisters deliberately attract star IT-girls to the promotion of the brand and do not give gifts to the impressive. The brand introduces itself due to reputation and quality in the market. Yes, and the famous brand, the brand has a lot of pleasure, line things Zoe Kravitz, Haley Bieber, Jennifer Lawrence, Gigi Hadid, Gwyneth Paltrow and others are worn by others. In the meantime, when the brand team on the Web provides something for the stars, there are rumors that users want them not to celebrate the line in social networks so that they are worn.

Shooting ban

At the beginning of 2024, it was a show that they wanted guests to leave their phones in the pocket: no photo or video – just a pen and a notepad. This is not only marketing, but the return of this Pacific Lux and the atmosphere of the pre -digital fashion hall is a real curtsy. The guests took elegant Japanese notebooks and pens to make notes and sketches as in an old school. He was forced to dive into this collection and is not looking for a good perspective for social networks. The result is not only the details of the collection, but also the atmosphere of respect and respect to the world of the brand.

With such a simple action, the brand team once again showed that they were not worried that they did not pay attention to the collection of social networks. To be fair, it should be noted that criticism does not last long. For example, fashion critic Nyt Veneza Friedman wrote: “I’m an adult and I decide whether they bother me.”

Guide, not trends

In a world where most brands copied each other, it is separated from each other. From the very beginning, his sister Olsen did not follow the trends, but he did what was close to them. Therefore, minimalism, black and white gamma, solid cut and laconic silhouettes. Moreover, Mary-Kate and Ashley do not create anything for a season, on the contrary, they offer quality to prevent the buyer from not leaving as long as possible with what the buyer loves.

Meanwhile, another story published by The Cut has been published: a girl came to the Row store and bought 30 Kazakhs in size because they never finished with her. It turns out that money is not a problem for brand customers. It prepares to pay a hundred thousand rubles for a t -shirt and a few million rubles for a bag. The issue is not in total, with the feeling of the brand’s clothes.