The Row: London store opening

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 with a new store in Carlos Place, the brand's first international outpost.

Having launched in 2006, The Row 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 foregos 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, the twins prefer to stay out of the spotlight – neither has a personal Instagram account and interviews are sparse, with paparazzi snaps of the coffee-clutching, smoke-billowing twosome 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.

Perhaps it's knowledge gained from their days in Hollywood, but the Olsens are impeccable brand builders and have cleverly aligned their collections with the worlds of art and design.

The new London store is testament to that: works by celebrated artists including James Turrell, Isamu Noguchi and James Chamberlain sit among the impossibly chic collections and furniture by Le Corbusier and Frank Lloyd Wright.

The Row, 15 Carlos Place, Mayfair, London W1K 2EY