Mary-Kate and Ashley Olsen’s luxury fashion brand, The Row, is known for its understated elegance and exclusivity, and this carries over into the strict rules attendees must follow at their fashion shows. Here’s a closer look at some of the guidelines and traditions that are said to shape the experience at The Row’s shows:

Minimalism in Dress Code
The Row is synonymous with minimalist, timeless fashion, and attendees are expected to reflect this ethos. Guests often arrive in neutral, subdued colors and simple, elegant silhouettes. The emphasis is on refined luxury, without flashy logos or over-the-top accessories. This unspoken dress code aligns with the brand’s aesthetic, setting a quiet, intimate tone for the event.

No Social Media or Phones
The Olsen twins have built their brand around exclusivity and privacy, and this extends to their fashion shows. Attendees are often asked to refrain from taking photos or videos during the presentation, making the event a more intimate and focused experience. This no-phone policy helps maintain the brand’s mystique and ensures that the spotlight stays on the clothes, not on social media.

Discreet Invitations and Guest Lists
The Row’s fashion shows are known for being small and exclusive, with carefully curated guest lists. Invites are sent discreetly, and only a select group of fashion insiders, editors, buyers, and high-profile clients receive an invitation. Celebrities who attend are often low-key, in keeping with the brand’s minimalist vibe, and their presence is not the focal point of the event.

Quiet and Serene Atmosphere
The atmosphere at The Row’s shows is often described as quiet and contemplative. There’s a deliberate avoidance of loud music or flashy presentations that are common at many other runway shows. The focus remains solely on the craftsmanship and design of the garments. Attendees are expected to respect the serene mood by keeping conversations to a minimum and maintaining a calm demeanor.

Timely Arrival
Punctuality is key at The Row’s shows, as the Olsen twins value precision and professionalism. Shows are typically scheduled to start on time, and guests are expected to arrive punctually to maintain the smooth flow of the event. Late arrivals can disrupt the carefully curated atmosphere and are discouraged.

Emphasis on the Collection, Not Celebrity
While many fashion shows revel in the presence of celebrities sitting in the front row, The Row’s focus remains entirely on the clothing. The brand intentionally downplays celebrity attendance, and the Olsens themselves are known for their low-profile demeanor. Attendees are expected to respect this ethos, with the understanding that the real stars of the show are the garments and the craftsmanship behind them.

Exclusive Locations
The Row’s fashion shows often take place in unique, intimate locations, rather than large, traditional venues. The locations are carefully chosen to reflect the brand’s minimalist and sophisticated aesthetic. Attendees may find themselves in private galleries, serene courtyards, or artfully designed spaces that create a unique atmosphere for viewing the collection. The venue itself is part of the carefully curated experience.

These rules reflect the Olsens’ commitment to privacy, exclusivity, and the purity of their brand’s vision. By maintaining strict control over the atmosphere and experience at their shows, they ensure that The Row remains a distinctive and highly regarded name in the world of luxury fashion.

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