The Row (fashion label)
| File:The Row Text.png | |
| Industry | Fashion |
|---|---|
| Founded | 2006 |
| Founder | Ashley Olsen Mary-Kate Olsen |
| Headquarters | , |
| Website | www |
The Row is an American luxury fashion design house founded in 2006 by Ashley Olsen and Mary-Kate Olsen. The name was inspired by Savile Row in London. Part of The Row's mission is to support high-end fashion manufacturing in the United States.[1]
History
The idea for the brand started as a personal project in 2005 when Ashley Olsen challenged herself to create a perfect T-shirt.[2] She tested the design on a variety of women of all body shapes and ages in an attempt to find a "commonality in fit and attitude."[3]
By 2006, the sisters had created a 7-piece collection that included the T-shirt, a pair of cotton sateen leggings, and a cashmere wool tank dress. Barneys New York bought the entire first collection.[4] The brand has expanded to include ready-to-wear, resort, handbags, sunglasses, and shoes.[5]
Initially, the Olsens did not want their names attached to the brand and preferred to let the clothes speak for themselves. They did not give an interview about The Row for the first three years after its inception.[6]
In 2008, Lauren Hutton modeled for the brand's first look book. Hutton explained: "... I saw the clothes, and they were wonderful, real simple, minimalist designs ... Ash had a place on the beach, so we did it at her place ... And they would dance on the deck, and I would do what they were doing. And it was good."[7] Hutton accompanied the Olsens to the Council of Fashion Designers of America's annual awards show in 2012, the year they won their first Womenswear Designer of the Year award.[6]
The Olsens work primarily out of The Row's TriBeCa studio, which they have occupied since 2012, though a Paris office was opened in 2011.[2]
In 2014, The Row opened its first store in Los Angeles. The brand's second flagship store opened in New York in May 2016 with the brand's Pre-Fall 2016 collection.[2][8][9]
The Row first created a menswear collection for Spring 2011, and in October 2016 the label launched a new collection of menswear at their Los Angeles and New York stores, with the intention to continue expanding the offerings.[10]
Marketing
The brand's collections are regularly presented at New York Fashion Week and have been presented twice at Paris Fashion Week. The Spring 2016 collection was shown at the Château de Courances.[11]
Supporters
A number of celebrities have been seen wearing The Row, including Michelle Obama,[12] Emma Stone,[13][14] Jessica Biel, Julianne Moore,[4] Selena Gomez, Reese Witherspoon, Chrissy Teigen, and Gigi Hadid.
Retail locations
The Row is currently available in 164 stores in 37 countries.[2]
Collaborations
In 2011, The Row collaborated with TOMS Shoes for a limited-edition collection for the latter brand's one-for-one model.[15] Afterward, the Olsens accompanied TOMS on a shoe drop in Honduras.
In 2012, The Row teamed up with Damien Hirst to create a line of luxury backpacks.[16] The collection featured The Row's signature crocodile backpack in 12 different designs by Hirst. A portion of the proceeds of each sale went to UNICEF.
In 2015, The Row collaborated with Oliver Peoples on an eyewear collection, which includes both optical and sunglass options.[17]
The Row has also collaborated with Superga.
Awards
| Year | Awarding Organization | Category | Result | Ref |
|---|---|---|---|---|
| 2012 | Council of Fashion Designers of America | Womenswear Designer of the Year | Won | [18] |
| Wall Street Journal | Innovator of the Year: Fashion | Won | [4] | |
| 2014 | Council of Fashion Designers of America | Accessories Designer of the Year | Won | [19] |
| 2015 | Council of Fashion Designers of America | Accessories Designer of the Year | Nominated | [18] |
| Council of Fashion Designers of America | Womenswear Designer of the Year | Won | [18] | |
| 2016 | Council of Fashion Designers of America | Accessories Designer of the Year | Nominated | [20] |
| Council of Fashion Designers of America | Womenswear Designer of the Year | Nominated | [20] | |
| 2017 | Council of Fashion Designers of America | Accessories Designer of the Year | Nominated | [21] |
| Council of Fashion Designers of America | Womenswear Designer of the Year | Nominated | [21] |
References
- ^ "About the Brand". therow.com, retrieved January 9, 2016.
- ^ a b c d "The Row: The Quiet Ones". Women's Wear Daily, April 29, 2015.
- ^ "Behind The Row: Meet Mary-Kate and Ashley Olsen". Vogue, March 22, 2011.
- ^ a b c "Sisters of the Divine". Wall Street Journal, October 25, 2012.
- ^ "Mary-Kate & Ashley Olsen, Designers, The Row". Business of Fashion, retrieved January 9, 2016.
- ^ a b "The Surprise Luxury Label". Wall Street Journal, May 14, 2014.
- ^ "Lauren Hutton: 'I haven't slept in 10 years'". Los Angeles Times, April 10, 2010.
- ^ "Ashley and Mary-Kate Olsen Launch Shoes, and Other News From The Row’s Pre-Fall Presentation". Vogue, January 8, 2016.
- ^ "The Row’s Ashley and Mary-Kate Olsen Are About to Open Their Most Beautiful Store Yet". Vogue, May 19, 2016.
- ^ "What Does The Row’s New Menswear Look Like? You’ll Have to Go to Its New York and L.A. Stores to Find Out". Vogue, November 3, 2016.
- ^ "The Top 10 Moments From Paris Fashion Week". The New York Times, October 9, 2015.
- ^ "Michelle Obama Wears The Row By Ashley & Mary-Kate Olsen". Huffington Post, June 27, 2011.
- ^ "This Might Be Emma Stone's Sexiest Look Yet". InStyle, January 12, 2017.
- ^ "Emma Stone and Jennifer Lawrence Had Your Dream Girls' Night Out". Elle, October 19, 2016.
- ^ "Olsens Collaborate With Toms Shoes". Women's Wear Daily, February 11, 2011.
- ^ "Olsen Twins Collaborate With Damien Hirst". Vogue UK, December 04, 2012.
- ^ "The Row, Oliver Peoples Link for Eyewear Collection". Women's Wear Daily, September 25, 2015.
- ^ a b c "The Row Wins CFDA Womenswear Designer of the Year Once Again". fashionista.com, June 1, 2015.
- ^ "And the 2014 CFDA Fashion Awards Winners are…". cfda.com, June 3, 2014.
- ^ a b "The 2016 CFDA Fashion Awards Honorees and Nominees". cfda.com, March 17, 2016.
- ^ a b "2017 CFDA Fashion Awards Nominees Named". wwd.com, March 23, 2017.
