Thursday, April 7, 2011


With clothing lines The Row, Olsenboye and Elizabeth and James in the bag, Mary-Kate and Ashley Olsen have found another fashion venture to occupy their well-dressed time:

Women's Wear Daily reports that the actresses-turned-designers, along with MySpace founder Josh Berman, will launch the site in July. The fashion newspaper breaks it down:

StyleMint will meld e-commerce and social media platforms to offer consumers a personalized shopping experience, based on a monthly opt-out model, similar to book-, music- and wine-of-the-month clubs. Mary-Kate and Ashley Olsen will help design and merchandise the offerings -- starting with a collection of women's fashion T-shirts retailing for $29.99 -- as well as create regular videos for the site.

Users will initially be asked to register as members and can then participate in short style quizzes to determine which items would most interest them. The first collection of t-shirts will include eight different cuts in a variety of colors.

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."

Are you ready to accept the Olsens as a formidable fashion force?