Mary-Kate and Ashley Olsen are further expanding their already huge empire by entering the e-commerce arena with a new fashion venture. WWD reports that America’s favorite twins are launching StyleMint, a fashion site that will work the same way as jewelry site JewelMint, started by fellow-actress, Kate Bosworth, and her stylist Cher Coulter. Based on the idea of a monthly club, registered members of the site will receive personalized recommendations that will get even more specific as their purchase history expands. Members will also fill out style quizzes so that the site can tailor their purchase suggestions. Additionally, the site will use major social media platforms, like Facebook and Twitter, so that members can share and garner opinions from friends and followers.
StyleMint’s first collection will include a range of 8 T-shirt styles, in a choice of solids and stripes. Each T-shirt is set to retail at $29.99, a real steal when comparing it to the Olsen’s higher-end line, The Row. The Olsens, who are said to be “helping” to design and merchandise the line as well as creating videos for the site, are hoping to branch into sweaters and knits later on.
Ashley told WWD, “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.” The other twin, the one with the more hipster style, also known as Mary-Kate told WWD, “With StyleMint.com, Ashley and I have created an online experience reflecting our love of style and allowing us to engage with our customers directly, which is an inspiring new way for us to think and create as designers.” StyleMint is scheduled to launch this upcoming July. If StyleMint’s selection is anything like The Row or Elizabeth and James, there is a whole lot to be excited about.
Get on the list for StyleMint: http://launch.stylemint.com/