Fashion moguls Mary-K and Ashley O. are notorious for their fashion forward ensembles on the red carpet, their consumption of XL Starbucks drinks, and of course their capability of launching very successful brands. Their more recent, high-end line “The Row” was set to be shown at New York Fashion week September 14th, but has since been canceled due to a delay in sample deliveries. The fashionable duo released a joint statement-
"We have made the decision to postpone our Spring-Summer 2011 presentation of The Row due to sample delivery. Production and delivery of our samples is delayed by a few days and this has cast us out of the New York schedule. We will therefore present it to the market within the Paris schedule. We are excited and are looking forward to presenting our collection."
The atrocity of it all. Although the company had to lay off several employees last year (probably due to the recession, like everything else) it is a favorite among of-the-moment starlets such as Carey Mulligan and tickets to its show are still some of most difficult to snag during fashion week.
There is, however, a silver lining in all of this. Just a few weeks ago, the O. twins launched the e-commerce portion of their website, TheRow.com. The site offers a wide assortment of their collection, while 360˚ views of each garment make it ideal for the shopper with a critical eye. To accompany this method, these innovative sisters also post an interactive video that viewers can shop from, while simultaneously watching. Their edgy, anti-logo aesthetic is apparent, and at the same time, each ensemble emulates the disheveled couture look that they’ve made every twenty-something conscious of. Perfect for gals (and guys) on the go, Ashley elaborates, “We’ve always believed in the power of video to communicate a brand’s message. A few years ago we created a short film to introduce our first holiday collection and it has close to a million views on YouTube. We like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.” Mary-Kate added, “Women today are so busy; we want to make the shopping experience seamless and easy for them.” Well said, you two, well said.
