Shopping for fashion online is an almost 20-year-old phenomenon, but Ashley and Mary-Kate Olsen of The Row do everything in their own good time. Following a redesign, Therow.com has relaunching with a shopping component – until now it’s been a “look, but don’t click to buy” experience.
The Olsens, who picked up the Accessory Designer of the Year prize at the CFDA Awards 2019, are a late entry, for sure, but this global e-commerce site seems well worth the wait, not least of all because they’ve reproduced the sensation of visiting their exclusive LA and New York shops, down to the website’s Galerie section of hand-selected antique jewels, home goods, and furniture.
Part of what made the duo’s Jacques Grange-designed East 71st Street townhouse flagship so remarkable when it opened in 2016 was the way it showcased the Olsens’s exquisite taste via the Jean-Michel Basquiats on the wall, and arrayed across its several floors, a Carlo Bugatti chair, a Frank Lloyd Wright mirror, and a Jean Royère standing lamp – much of which was for sale. The Galerie is going live today with, among other things, a screen by Jean Dunand, a set of ceramic plates by Georges Jouve, and a Victorian necklace. The clothing component is unique too, as the womenswear, menswear, and accessories have been personally chosen by the Olsens – it’s The Row at its Rowiest. The site is currently stocked with the label’s pre-fall collections, and shoppers will receive their deliveries in packages inspired by traditional Japanese tea ceremonies.
“We want to make the experience for our clients as easy and comfortable as possible,” says Ashley. “Launching e-commerce was the natural next step to create global accessibility to the world of The Row. Some of our clients prefer to shop in our space, but we do have clients who prefer that same experience from the comfort of their own home.”
Mary-Kate adds: “We will be growing the website over time with exclusive items and content.will continue to evolve with the digital landscape.” No word on what those evolutions will entail. The Olsens are as succinct in their speech as they are deliberate in their actions, but knowing them the updates will be elegant and well-considered.