Style News
Olsen's Launch Fashion Site
Always fashion-forward duo the Olsen’s made an exciting announcement that they would be collaborating on another style-centric business venture. After successfully ruling the runway with lines like The Row, Olsenboye and Elizabeth and James, the twins are now collaborating on the formation of fashion website Stylemint.com.
According to Women’s Wear Daily the website is the result of a partnership between the sisters and MySpace founder Josh Berman. The site will reportedly launch in July.
But, what is Stylemint.com? WWD describes the line, writing, “StyleMint will meld e-commerce and social media platforms to offer consumers a personalized shopping experience, based on a monthly opt-out model, similar to book-, music- and wine-of-the-month clubs. Mary-Kate and Ashley Olsen will help design and merchandise the offerings — starting with a collection of women’s fashion T-shirts retailing for $29.99 as well as create regualr videos for the site."
Those who subsrcibe to the site take a short quiz to determine their fashion profile and which items would best suit their signature style. The site is part of the brand BeachMint, who also owns JewelMint, a similar online subscription club for jewelry. The collection of women’s tees mentioned above will be available in many different cuts and colors, to suit every body type.
Ashley Olsen, often considered the business brains behind the twins’ fashion empire, spoke about her excitement regarding the collaboration and venturing into the online sphere.
“Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience,” Ashley told WWD.
By: Katherine Kehoe
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