Breaking into the upper echelons of the luxury fashion sphere is a feat that few new brands achieve. Dominated by heritage heavyweights – think Hermès, Chanel and Louis Vuitton – it’s a world burnished by decades of prestige, and patronised by big-name film stars, aristocracy and royalty.
When then small screen teens, Ashley and Mary-Kate Olsen, established The Row back in 2006, not only was this world as impenetrable as ever, but the “celebrities launching their own fashion brands” club wasn’t exactly an aspirational one. But 18 years later, this logo-less label, which this week made its official debut in The Lyst Index Top 20, rivals esteemed brands for desirability, with its sumptuous staples, lust-worthy accessories and exacting eye for detail.
“The Row are the epitome of understated and timeless elegance, they make simple wardrobe foundations feel luxurious and unique. Every season I am in awe of this brand and how true it stays to its DNA,” explains Libby Page, market director at Net-a-Porter. “The Row is one of my top destinations for a trans-seasonal wardrobe, with impeccable detailing, quality and craftsmanship they have set the benchmark for quiet luxury dressing. They excel at intelligent dressing for intelligent women of all ages.”
Indeed, it has been impossible to escape this notion of “quiet luxury”, following a year in which Gwyneth’s cashmere-clad court appearances made headlines and Succession’s deep-dive into the wardrobes of the one per cent fuelled the public’s obsession with a particular brand of casual wealth. So yes, you could argue that The Row is very “on trend” at this exact moment – according to Lyst, searches for the brand increased by 93 per cent for Q1 2024, meanwhile the Margaux tote was declared the hottest product of the quarter, with searches spiking 198 per cent year-on-year – but, as ever, the Olsens seem to be impervious to the media clamour.
