A well-deserved “FINALLY” goes to the Olsen Twins for their Craig McDean-lensed cover of Vogue’s Best Dressed issue 2011. They’ve been in fashion’s public eye for almost their entire life, guys!
“They (the Olsens) get it right a lot of the time and then sometimes they don’t get it right. That’s actually great because it shows that it’s their hands reaching into their wardrobes. They don’t have someone telling them, ‘This is cool, this is hot, this is what you should be wearing.’ It comes from within them. It’s instinctual. […] Look at what they’ve done with (their fashion labels) The Row and Elizabeth and James. They are legitimate fashion forces.”
– Vogue‘s Fashion News Director, Mark Holgate
Including them in the issue – as it is dedicated to international superstar siblings – is Beyonce and Solange Knowles, Kate and Pippa Middleton, Claire and Virginie Courtins-Clarins girls, Kate and Rooney Mara (no bad blood, she got last month’s cover!), Dakota and Elle Fanning, Poppy and Cara Delevigne, and Jane Birkin’s gorgeous daughters – Lou Doillon and Charlotte Gainsbourg.
FASHION PHEW! The issue will be released in five short days.
To see more photos of Mary-Kate and Ashley from the spread, as well as their latest and greatest promo video for StyleMint (imagine planking, storking, ‘plowling’ and owling in It’s a Wonderful Life, National Lampoon’s Christmas Vacation, Charlie Brown and The Wizard of Oz!), see below!
Fashion butterflies ahead! Mary-Kate and Ashley Olsen are branching out from their uber-successful clothing lines with an e-commerce venture named “StyleMint“. When it launches this July, members will be able to take style quizzes which will tailor purchase suggestions, with the recommendations becoming more specific based on items bought. Facebook and Twitter will also be integrated to help collect opinions from your ‘friends’ or ‘fans’. Best part? Price! The first collection – eight designer tees – will sell for $29.99 each.
“Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience.”
– Ashley Olsen
On the subject of customer experience, Swedish telecom company 3 have gone all Minority Report on us with the creation of the most interactive online shopping experience I’ve seen. Using their new tappable, slideable, webcam-connected interfaces, salespeople for the brand are completely immersed in your online shopping. Hooray technology! Check out the video below to see more:
The press release for Mary-Kate and Ashley’s website for their label The Row told us the following:
Reflecting designers Ashley Olsen’s and Mary-Kate Olsen’s interest in fashion, film, and art, the site’s interactive shopping portal creates a virtual home for The Row’s customers to experience and explore each season’s collection in an intimate online setting. “We focused on The Row’s e-commerce experience to be engaging, effortless, and as user friendly as possible,” says Ashley, “It’s a natural extension and next step to building The Row’s lifestyle brand.”
The website, which went live today, was designed by Sweden Unlimited. Mary-Kate told Style.com:
“We looked at a lot of different Web sites before we started working on our own, and we thought most of them were too loud. We wanted The Row Web site to be subdued and very direct. I think that has been a philosophy behind The Row ever since we started the line. All of the background visuals are high-res images of actual fabric swatches from our collections. We wanted the viewer to really see all of the details of the beautiful fabrics we use—washed red silk charmeuse, the scales of our python skins, our cashmere modals. We wanted it to feel like you could reach out and touch everything.”
It’s absolutely simplistic and cool, and a vital step forward for the brand. In celebration, here are some deals:
1. Enter the promocode SHOPTHEROW and take 15% off entire purchase. Offer expires on 8/20 at 12 Noon PST.
2. Registering your email on The Row’s online store automatically enters you to win a pair of The Row leather Motorcycle Pants. Contest ends on 8/20/2010 at 11:00 AM PST.