The Row: London Store Opening
Luxury fashion brand The Row – beloved brainchild of Mary-Kate and Ashley Olsen – is to open its very first European store in London this summer
The Row is coming to London
Fashion's favourite twins – who've been dubbed 'the impossibly chic dementors of fashion' by Raven Smith thanks to the constant draping of their fragile frames in layers and layers of black – are bringing their luxury fashion label The Row to London this summer.
Having launched in 2006, the brand has enjoyed a swift rise to prestige, building up a loyal, global customer base of the well-heeled and fashion-savvy. It's an impressive feat, seeing as the brand itself takes a different approach to marketing than most.
The Row never advertises and often forgoes fashion shows in favour of showcasing new collections in their studio. And while a crazed fanbase for all things Mary-Kate and Ashley still exists from their double-act sitcom days, they prefer to stay out of the spotlight – neither have instagram, and interviews are sparse, with paparazzi snaps of the coffee-clutching, smoke-billowing twins forming our closest contact.
The Row champions sophisticated, understated luxury – almost entirely logo-less and arriving in a muted palette, with architectural tailoring over the brashness of logomania. The brand is credited with creating 'the perfect white tee', and with the price-point so eye-wateringly high, quality reigns.
The store is set to open this summer, and will be their third brick-and-mortar outpost after New York and LA. Stay tuned for updates.
Having launched in 2006, the brand has enjoyed a swift rise to prestige, building up a loyal, global customer base of the well-heeled and fashion-savvy. It's an impressive feat, seeing as the brand itself takes a different approach to marketing than most.
The Row never advertises and often forgoes fashion shows in favour of showcasing new collections in their studio. And while a crazed fanbase for all things Mary-Kate and Ashley still exists from their double-act sitcom days, they prefer to stay out of the spotlight – neither have instagram, and interviews are sparse, with paparazzi snaps of the coffee-clutching, smoke-billowing twins forming our closest contact.
The Row champions sophisticated, understated luxury – almost entirely logo-less and arriving in a muted palette, with architectural tailoring over the brashness of logomania. The brand is credited with creating 'the perfect white tee', and with the price-point so eye-wateringly high, quality reigns.
The store is set to open this summer, and will be their third brick-and-mortar outpost after New York and LA. Stay tuned for updates.
