Mary-Kate and Ashley Olsen do logos for The Row resort 2015
Despite the brand's luxury price point, The Row has always been commercially-minded -- it started as a line of tees and leggings -- and that was particularly true of Mary-Kate and Ashley Olsen's resort 2015 offering.
Of course, that's typically true of most resort collections, as resort is an important selling season. But the Olsens in particular seemed to have branding on the brain. For starters, they introduced a logo: The one they've used on just a couple of things before is now emblazoned -- somewhat noticeably -- onto every resort handbag, as well as a very chic navy sweat suit (yep, even The Row is doing active/lounge-wear).
The bags were key, and the designers lived up to their recent Accessories Designer of the Year CFDA win. They did a new, hyper-functional carryall/satchel and built upon existing styles like the drawstring backpack (now with the round logo), a sling hobo, and my personal favorite, a multi-pouch cross-body. The new satchel features the logo on some buttons, which, when lifted, reveal a tiny stamp that simply reads "The Row." Frankly, I kind of preferred this over the actual logo, a "T" and "R" overlapping abstractly.
The clothing, however, was logoless and as classic as ever, filled with unfussy slip dresses, cozy sweaters and closure-less jackets (meant to be belted), all done in beautiful, ultra-luxurious fabrics including silk, hand-knit cashmere, double-face wool, fur and some lovely lightweight suede. The vibe was timeless, seasonless and effortless. I wanted to wrap myself up in everything, which The Row's wealthy customers will undoubtedly be doing when the collection hits stores in October/November.
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