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Mary-Kate and Ashley Olsen Get in Touch With Their Inner Tech Geeks To Build TheRow.com

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Dimitrios Kambouris/Getty

With the addition of sunglasses and menswear to their luxe label, The Row, Mary-Kate and Ashley Olsen are bringing the line into the digital arena with the launch of the line’s website, therow.com. And though e-commerce won’t be set up until late summer 2010, TheRow.com gives its viewers a very up-close and personal view of its collection — something that wasn’t easy for the designers to achieve. “I have to admit we’re not that tech-savvy,” Ashley tells Style.com, “But we’re constantly learning and discovering new things on the web.” The first step was to scour the web for inspiration. “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,” says Mary-Kate. Not finding any they liked out there, Mary-Kate and Ashley looked to their collection for inspiration for their new online home. “All of the background visuals are high-res images of actual fabric swatches from our collections,” Mary-Kate reveals. “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.” And despite their lack of tech know-how, they were still hands-on. “We worked on every single piece of imagery and content on the web site directly. It was a very hands-on experience, which I didn’t expect — it felt more like making a beautiful collage than a web site team,” says Mary-Kate. Check out Mary-Kate and Ashley’s full interview at style.com.–Andrea DeSimone