Olsens launch line for JC Penney
October 26, 2009 by Samantha Cabrera
Filed under Candid Photos, Celebrity Guests, Designers, Fashion Specials, Fashion Television
Women’s Wear Daily is reporting that a deal with JC Penney is a go for Ashley and Mary-Kate Olsen. The twins have already dominated the fashion world with Elizabeth and James and The Row, and are now taking on budget-friendly fashion with the mass retailer. This will be JC Penney’s first foray into a new style of marketing that will include guerilla and viral campaigns, as well as sneak peek tactics.
Photo: Zuma Image
Launching on their website, jcp.com, on November 6th will be a limited edition run of items from the collection. The line will also show in a select 50 stores for this run, before rolling out into 600 stores come February. Shrouded areas marked for Olsenboye (the name of the line) will urge shoppers to return for the release date and hopefully creates a buzz online. I think this is a good idea for once. Usually I yawn at these celebrity/high fashion collaborations with mass retailers, but the Olsen twins have mad casual style. It’s the kind of look that is fabulous done in cashmere or cotton, so there’s a solid chance that their designs will translate to cheaper fabrics and details. No word on the design aesthetic of Olsenboye, but it will probably include plaid button-ups, denim, and casual dresses, much like the Olsens wear in their day-to-day lives.
What do you think of the Olsens doing a line for JC Penney? Are they jumping the shark in the world of fashion or simply adding on to a powerhouse company?
