 Media Credit: Photos courtesy of www.wwd.com
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 Media Credit: Photos courtesy of www.wwd.com
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 Media Credit: Photos courtesy of www.wwd.com
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Mary-Kate and Ashley Olsen are often solely remembered for their shared role as the cute and sassy Michelle on the 90s sitcom Full House, however, the twins have become fashion icons and business moguls in their own right. At the age of 23, they have their own couture fashion line, The Row. The sisters also own Elizabeth & James, the still pricey, "little-sister" line to The Row.
Now the Olsens have set their design aspirations on a younger crowd with a smaller budget. Their new line for JC Penney called Olsenboye follows the route of many designers by making their name available to the mass market. Mary-Kate stressed that the duo "felt strongly about creating a unique experience to reach the teen customer, using relevant marketing strategies that would effectively reach this key customer demographic." To both market the line and create hype, pink trucks have been cruising around New York City, complete with cheerful models selling the twins' designs and handing out cupcakes.
Starting November 6, the line will be available at www.jcp.com and at 50 special JC Penney stores. The collection will offer denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes ranging from size 0 to 15. In February 2010 the line will be released at 600 remaining stores nationwide.
