Mary-Kate and Ashley Olsen have been quietly building their high-end clothing line The Row, for a few years now. The designs are versatile, fashionable and well-made and have been successful from the initial release in 2007. Growing their line, the sisters announced earlier this month that they would have their first runway fashion show for the Fall 2010 line at New York’s fashion Week in February and now they are launching the website for their brand. Therow.com is understated and subtle with a tactile ‘feel’ using fabric samples as the background.

What does the look and the feel of the Web site say about the collection?
Mary-Kate Olsen: We looked at a lot of different Web sites before we started working on our own, and we thought most of them were too loud. We wanted The Row Web site to be subdued and very direct. I think that has been a philosophy behind The Row ever since we started the line. All of the background visuals are high-res images of actual fabric swatches from our collections. We wanted the viewer to really see all of the details of the beautiful fabrics we use—washed red silk charmeuse, the scales of our python skins, our cashmere modals. We wanted it to feel like you could reach out and touch everything.

The unique personal style that Mary-Kate and Ashley have cultivated can overshadow the fact that they are talented and passionate about their clothing lines and they have built a great business. I’m looking forward to their fashion show in NYC next month to see what they have planned for The Row.

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