The Row’s New Americana
Mary-Kate and Ashley Olsen
Discussing brands such as The Row or Jil Sander preoccupies your opinion of style with having the perfect cut with the utmost attention to the detail of tailoring, made using high-quality materials. When researching and curating a minimalist style aesthetic through a robust American lens, you’re curating a meaningful personality and luxury in a sense that overemphasizes wealth and maturity. The Row delicately balances its popularized fame with stealthiness. If wealth speaks softly, then the Olsens exude eternal elegance, as the twins have traded their childhood megastardom for a newfound discreet identity through their fashion label with exquisite craftsmanship, flawless tailoring, and immense allure. The Row has garnered its own “quiet” cult through its loyal clientele and the authority that the Olsens will never have to compromise to compete in a market dominated by fickle trends and demand. Since its inception, The Row has conquered the world of contemporary fashion, expanding into menswear and, more recently, children's clothing. The brand thrives with flagship stores in London, New York, and Los Angeles, and partnerships with over 100 retailers. Founded in 2006 by Ashley and Mary-Kate Olsen, the brand initially aimed to craft the ideal T-shirt modern women could curate and style with other designer clothes as their wardrobe staple. While The Row has successfully established its appeal worldwide, it maintains a solid connectional root to New York. The label resonates with the diverse women contributing to the city's work and artistic culture. It emphasizes elegant designs that seamlessly combine style and functionality, ensuring its clothing is reliable for women seeking versatility and independence. The clean lines, luxurious fabrics, and exquisite simplicity of The Row's garments allow the women and men wearing them to show sophistication to their auric personalities inexplicably.
Nyaueth Riam photographed by Jack Davison for The Row Spring/Summer 2021
Indeed, the concept of "quiet luxury" is currently inescapable as more influencers have pandered to this market through the influence of Sofia Richie Grainge, Jennifer Lawrence, and Gwyneth Paltrow. Gwyneth's appearances in her court wardrobe during her ski crash trial earlier this year and HBO’s Succession's exploration of the elite’s chic fashion choices have fueled the public's fascination with a type of effortless wealth that goes beyond flashy logos and gaudiness. The Row is currently in line with this trend as fashion has swung the pendulum to their side of the market. Regardless of the media attention, Ashley and Mary-Kate remain unbothered by the ups and downs of the business, as mentioned. The Olsen sisters are known for their absence on social media, which adds to the enigma surrounding their personal lives. The Olsens' disinterest and aloofness heighten their allure in a world where oversharing and celebrity influence are typical. This links to The Row's success for a new meaning of luxury: true luxury embodies genuine artistic vision, sophistication, education, and slowness. The clothing they create exudes a sense of inner confidence and staunchness, destined to become the ultimate American luxury brand of the decade.
Courtesy of Row
Minimalism as an art movement inspires so heavily in this era in current fashion and the luxury market that holds dearly to tradition and heritage. The Row aims to “decontextualize” its apparel so that it does not overly explain itself as part of a trend. American minimalism is embedded in our working way of life in the embrace of owning the best in clothing, yet describing an aesthetic where workwear is as purposely dull as it is perceived. With the rise in stealth wealth being popular in 2023, American culture harbors a localized apprehension of being perceived as inferior regarding social standing and affluence, especially in places like New York City, Boston, or Los Angeles. Consequently, there is a desire to surpass the level of craftsmanship, celebrity, and status in fashion compared to Western Europe, where the French are quite austere, resulting in them being ‘less flashy’ despite Paris being fashion’s capital and cultural landmark. The Row shows no concern for individuals who lack the means to afford its products, and its clients share the same indifference. To be a loyal shopper is to honor the imaginative atmosphere of the Olsens, a realm that exists outside of the typical American Dream.
