These are some of the most popular shows of Parisian fashion week. The most confidential too. Since 2022, American sisters Ashley and Mary-Kate Olsen, at the head of the ready-to-wear brand The Row, have presented their collections in the official Paris fashion week calendar. The guests are in fact few in number and handpicked – only the editors-in-chief of the newspapers and magazines that matter, as well as the most important buyers – and, above all, for the past two seasons, you have had to leave your phone in your phone. pocket, photos and publications on social networks being prohibited, which makes it impossible to publish images from the current collection.
On the catwalk, a beautiful, minimalist wardrobe parades with luxurious pieces stripped of all ornament. They take the form of loose coats, oversized masculine jackets or even large pants worn low on the hips, all in a palette of sober and effective colors. The selective aspect of the collections is also found on the clothing labels. It costs more than 9,000 euros for a cashmere coat, 3,900 euros for a wool and silk jacket or 1,000 euros for a cashmere t-shirt.
In its wake, The Row has led to numerous brands which also offer a quality and minimalist wardrobe, at more reasonable prices. “The Olsen sisters’ label is the leader of this sober aesthetic. If their prices are too high for most people, they have managed to create this desirability, not only among different designers who have launched into this niche, but also among customers. analyzes Alix Morabito, director of purchasing and women's offerings at Galeries Lafayette.
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