Paris Fashion Week 2024 and The Row: A Shift in the Fashion World
In February 2024, the world-renowned Paris Fashion Week kicked off in grand style. Luxury brands such as Louis Vuitton, Chanel, and Hermès unveiled their latest collections. However, the brand that truly stood out with its unconventional approach was The Row.
The Row made a bold move during its show by enforcing a complete ban on photography. As a result, celebrities, influencers, and fashion journalists in attendance were unable to share any photos or videos on social media.
The Row's Show: A Rejection of Social Media
Instead of allowing digital devices, The Row handed out notebooks and pencils to attendees, encouraging them to observe and note their impressions in analog form. Some fashion channels provided real-time text updates, and others shared snapshots of their handwritten notes.
Even after the show ended, The Row withheld official photos, only releasing a few carefully curated images of the models a week later. This decision starkly contrasted with today’s fashion trends dominated by instant social media exposure.
Defying the Social Media Era
Most luxury brands today thrive on social media exposure. They place celebrities in the front row and live-stream their shows to generate buzz. In contrast, The Row's choice was seen by some as overly exclusive and even alienating.
Why did The Row take this path in a digital age where visibility often drives sales?
The Origins of The Row by the Olsen Twins
The Row was founded in 2006 by the Olsen twins in New York City. Having grown up as child actors, most notably on the sitcom "Full House," they felt burnt out from the entertainment industry and turned their passion to fashion.
The name "The Row" was inspired by London’s famed bespoke tailoring street, Savile Row. Their initial goal was simple yet ambitious: to create the perfect white T-shirt. Priced at $400, the shirt sold out immediately upon release.
Pandemic Challenges and a Brand Rebirth
The 2020 pandemic dealt a heavy blow to the fashion world, and The Row was no exception. The brand scaled back its menswear line and laid off half of its staff. Still, it endured through difficult years, ultimately emerging stronger.
As the pandemic subsided, a new trend called "Quiet Luxury" began to rise. Consumers started turning away from flashy labels in favor of timeless, understated elegance—an aesthetic that perfectly matched The Row’s DNA.
Popular Items and Celebrity Endorsements
The Margaux Bag, released in 2018, became a beloved fashion item known for its beauty and functionality. Celebrities such as Jennifer Lawrence, Kendall Jenner, and BLACKPINK's Jennie have all been spotted wearing The Row's designs and bags.
The Olsen twins even sold their personal vintage clothing through The Row’s website, seamlessly integrating their love of high-end vintage with the brand's identity.
Brand Identity and Philosophy
Every element of The Row reflects the Olsen twins’ personal tastes. They rarely give interviews, do not have personal Instagram accounts, and their images are absent from the brand’s official social media.
This enigmatic aura has ironically fueled public fascination, adding a mysterious appeal to the brand. Their stores are filled with vintage mid-century furniture, further embodying the brand’s refined, minimalist world.
The Secret to The Row’s Success: Slow and Steady
The Row succeeded not by growing fast, but by focusing on timeless design and letting its products speak for themselves. The brand's value has been gradually recognized over time.
Today, The Row is chosen not because of the Olsen twins’ celebrity, but because of its unwavering commitment to quality, philosophy, and integrity. In a fast-paced fashion world, The Row stands as a beacon of quiet, steady luxury.
