The Olsens Are Teaming With JCPenney

Filed Under: Fashion Smashion Olsen Twins Business Blitz Collection's Bureau

This is big news!

JCPenney has sent out invitations to preview Olsenboye, a new juniors' collection designed by Mary-Kate and Ashley Olsen for the affordable department store.

Say what you will about the Olsens, but those two are extremely smart businesswomen. The move to a cheaper market seems more strategic than out of necessity; both of the girls' lines are doing remarkably well. So well, in fact, that they also recently announced their plans to design eyewear as an extension of their high-end line, The Row. In a time when many designers are struggling to even stay afloat, branching out with $390 sunglasses is a sure sign of confidence and financial stability.

While no details have been given regarding the new JCPenney line, it goes without saying that Olsenboye will be affordable and geared toward a less luxurious demographic than that of The Row or Elizabeth & James.

We have no doubt that the collection will be a huge success; the twins are no strangers to budget-friendly teen garb. Remember their WalMart line of yesteryear? The collaboration made the girls - and WalMart - millions and millions of dollars, and that was long before the Olsens had honed their craft.

Now, the new CFDA members have established themselves as designers whose work is sophisticated and stylish. So stylish, in fact, that Bergdorf Goodman CE Jim Gold said of The Row, “I think the way to think about The Row is that it offers the perfect blank — the perfect schoolboy blazer, the perfect leather leggings, the perfect peacoat. So many designers are intent on the next great trend that some of the basics are neglected.”

That's high praise from an important source!

What's more, he notes that “to enter the designer apparel arena and build something, that’s significant.” If they can do that, we're certain they will absolutely KILL it at JCPenney.

We cannot wait to see what they've whipped up!!

[Image via WENN.]

Posted: October 22, 2009 at 3:36 pm