THE ROW

November 28, 2024

"The Row began with the quest for the perfect T-shirt."

In a 2011 interview with Interview Magazine, The Row’s co-creative directors, Mary-Kate and Ashley Olsen, encapsulate the brand’s philosophy in this single sentence. But what stories lie within their journey toward 'perfection'?

 

©therow.com

 

The Dirty Blonde Twins

Before the age of social media, paparazzi photos of celebrities were nothing short of a treasure trove for fashion enthusiasts. In a time when a single hashtag like #OOTD can offer a glimpse into anyone’s wardrobe, the effort of scouring through print magazines and web articles, collecting images one by one, seems almost a relic of a bygone era. It’s precisely because of this that the title of "style icon" carried a weight that’s hard to fathom today. It wasn’t enough to simply dress well—every moment, every appearance had to be nothing short of dramatic, and at the heart of it all were The Row’s directors, Mary-Kate and Ashley.

 

©interviewmagazine.com

 

Having grown up in the spotlight as child actors the twins led lives that most could only dream of: fame, fortune, and all the trappings of a glittering existence. Their innate sense of style only amplified their allure, to the point where their everyday fashion choices garnered more attention than their on-screen performances. The once-adorable American sweethearts, known as the nation's favorite twins, had transformed into striking adults with tousled dirty blonde hair, impossibly slim figures, and an unmistakably unique aura. Their signature look, oversized shirts paired with floor-sweeping, wide-legged trousers, still stands as the epitome of 'bohemian chic.'

 

    

Following the launch of The Row in 2006, the sisters’ wardrobes began to reflect the brand’s minimalist ethos, with black and white ensembles taking center stage. While their petite frames stood in stark contrast to the towering, glamorous figures of other celebrities, it was precisely this perceived disadvantage that resonated with a wider audience who shared similar insecurities. In time, this would become a crucial inspiration behind The Row’s pursuit of ‘perfection.’

   

©glamourmagazine.co.uk

 

Comfortable & Stylish

The ‘perfect T-shirt’ that the Olsen twins set out to create was, in essence, a luxurious yet simple white T-shirt that would suit every woman. They aspired to design everyday clothing that transcended age and body type, and they dedicated themselves to realizing this ideal. They meticulously gathered and analyzed the body shapes of women from their 20s to their 60s, searching for commonalities that could inform a universally flattering fit. Their T-shirt was born after countless trials and errors. Despite its $300 price tag, it achieved remarkable sales. To some, it might just be a T-shirt, but to them, this white T-shirt was the embodiment of their desire to create something that would satisfy everyone.

 

Ashley Olsen wearing an early sample of The Row’s white T-shirt. ©fashionista.com

 

Their meticulousness is evident even in the naming of The Row. The brand draws its name from Savile Row, the iconic London street renowned for its bespoke tailoring and craftsmanship. This choice reflects the Olsen twins’ refusal to rely on celebrity-driven collections, instead prioritizing the intrinsic value of clothing itself. The name embodies their commitment to satisfying even the most discerning women, who demand nothing less than perfection in their wardrobes.

 

Savile Row, 1944 ©seasaltercross.com

 

The twins faced a challenge they couldn't ignore: shedding the fixed image of being "the world’s richest twins." They were determined not to let their collections be overshadowed by the label of celebrities trading on their names and fame. Refusing to be underestimated, they embraced the belief that "good fabric is the only true physical pleasure clothing can offer," turning their focus sharply onto fabric selection. Without the benefit of formal design education thanks to their busy acting careers, they spent countless hours gathering and handling every kind of fabric, leather, and fur sample they could find. They likened this meticulous process to caring for an assortment of pets, a demanding task, but one that ultimately established The Row as a brand synonymous with uncompromising quality.

 

©therow.com

 

Evolving Image

Restrained sensuality lies at the heart of The Row’s entire collection. It’s a brand defined by its ability to subtly reveal the body’s silhouette through fabrics that drape naturally, avoiding unnecessary exposure. You won’t find any flashy logos or trend-driven, shock-value pieces here. Instead, the focus is on the flawless cut and drape of select materials, all presented in a simple color palette of white, black, and cream.

 

THE ROW RESORT18 ©therow.com
THE ROW FW19 ©therow.com
THE ROW RESORT20 ©therow.com
 
As a result, The Row’s clothing is closer to purity than to adornment. It rejects all forms of embellishment, remaining true to its essence. Rather than using clothes to stand out and make a statement, The Row’s pieces serve as tools to further enhance one’s inherent beauty.
The focus is on the tangible rather than the conceptual making practicality an indispensable virtue. While the collection features looks styled by the designers themselves, each piece is ultimately designed to be worn independently. The aim is to ensure that their clothing integrates seamlessly with existing wardrobes and other brands, avoiding any sense of discord.

    

THE ROW FW20 ©therow.com
THE ROW FW22 ©therow.com

 

In this sense, they are clearly evolving. Their changes are not driven by avant-garde staging or experimental efforts, but are naturally attuned to their surroundings. They do not fantasize about the future or steal from the past. Instead, they draw inspiration from their personal passion for vintage collecting, seeking to understand and honor the enduring traditions that have stood the test of time.
      
The same approach applies to their craftsmanship. They fully embrace the techniques and expertise of renowned international ateliers, dedicating themselves to mastering high-quality methods. As their designs become more streamlined, they understand that customer attention shifts to the quality of the garments, a principle they thoroughly grasp and adhere to.

     

Line Vautrin's piece, available for purchase on The Row's official website ©therow.com

 

In 2019, building on their previous success, The Row launched a men’s line which also received acclaim for its exceptional fabrics and craftsmanship. The collection was praised for its high level of sophistication, mirroring the calm tones and minimalist designs of the women’s line. The same restrained elegance was shown in their SS23 collection. Featuring breathable linen suits and dresses, it ensured comfort even in formal settings.

 

©therow.com

 

Subtle Minimalism

The details of The Row’s designs are hidden beneath their pursuit of minimalism. From sleek, softly tailored cashmere coats, dresses crafted from the finest alpaca yarns, the combination of feminine silhouettes with masculine tailoring, to evening wear that exudes sophistication without the need for embroidery or prints. Their creations are often difficult to discern at first glance, but once worn, they envelop the wearer in a profound sense of fulfillment. For those who favor The Row, the desire is not for novelty or challenge, but for the brand to consistently uphold this level of refinement.

 

©therow.com

 

If their initial goal was the perfect ‘white’ T-shirt, then their ultimate destination might well be the perfect ‘black.’ Yohji Yamamoto, Karl Lagerfeld, Coco Chanel, all directors who have long adored the color black. Reflecting this penchant, The Row’s collections are consistently filled with all-black ensembles. Yet, they differentiate their designs through the choice of materials, creating subtle shades and tones that infuse vibrant life into what might otherwise be a monotonous wardrobe.

 

THE ROW FW21 ©therow.com
THE ROW PRE-FALL22 ©therow.com

 

The fact that the signature Park bag sells out every season reaffirms that The Row’s focus on functionality and practicality is spot on. Both the Park and Half Moon bags captivate customers without any special logos or patterns, relying solely on variations in materials and colors. Their simple design—consisting only of shoulder straps, storage compartments, snap buttons, and zippers—combined with exceptional appearance and careful color choices, meets the criteria for an ideal daily bag that women dream of. Similarly, the Ginza sandals and Zip boots, popular last season, remain top picks for many due to their comfortable materials and modest heel heights.

 

Gigi Hadid carrying The Row's Park Tote ©vogue.co.uk
Ginza sandals, popular in the SS22 ©whowhatwear.com
Hailey Bieber wearing The Row's Zip Boots ©hellomagazine.com

 

The dictionary definition of minimalism aligns with the principle of achieving the maximum effect with the least amount of simplicity and economic efficiency. However, what’s more crucial is that this pursuit of simplicity must be rooted in a self-directed attitude toward life, aimed at preserving one’s authentic self. By shedding excess and embracing this stripped-down approach, one can uncover the true ‘self’ hidden beneath. Ultimately, The Row’s pursuit of perfection is realized through a genuine self-esteem that is unafraid to fully reveal one’s true self and support that authenticity.