NEW YORK, NY - JUNE 04:  Fashion designers Mary-Kate Olsen and Ashley Olsen are seen arriving to the 2018 CFDA Fashion Awards at Brooklyn Museum on June 4, 2018 in New York City.  (Photo by Gilbert Carrasquillo/GC Images)
Cover As Mary-Kate and Ashley Olsen turn 37, we look at how they mastered quiet luxury style (Photo: Getty Images)

The famous twin designers behind fashion label The Row are champions of stealth wealth style—here are their go-to fashion brands

When Mary-Kate and Ashley Olsen launched their fashion brand, The Row, in 2006, in pursuit of what they called “the perfect T-shirt”, they had no way of knowing that the world would be swept up in the allure of quiet luxury more than a decade later. But the trendsetting twins, who famously started their acting career as infants playing Michelle Tanner on the US television sitcom Full House, championed the concept nonetheless; they devoted themselves to refining the modern women’s wardrobe—and, from 2018, the modern men’s wardrobe—with minimalist pieces distinguished not by a logo, but by considered details, ultra-luxurious fabrics and impeccable American craftsmanship. Add to the mix The Row’s exorbitant prices—the perfect T-shirt will now set you back US$350—and you have a fashion brand that embodies all the elusive qualities of quiet luxury.

Read more: What stealth wealth is all about, according to Carolina Cucinelli of luxury brand Brunello Cucinelli

But The Row wasn’t created in a vacuum. The Olsen twins look to other fashion brands to inform their designs—and that much is clear from what they wear. The sisters are not only the best ambassadors for their label but also for their favourite fashion brands. Unlike most celebrities these days, whose loyalty to labels depends on a contract, the notoriously private Olsen twins have always insisted on dressing for themselves as a case for their authenticity. And they can be fiercely faithful. A fan-favourite example is how Mary-Kate wore her mint green Balenciaga Motorcycle bag to death back in the aughts.

Today, though, she and her sister are more likely to be seen sporting vintage pieces from Japanese designers, or wearing low-key luxury labels that operate on a similar “if you know, you know” basis as The Row. They had mastered stealth wealth style (or, as it’s now known, quiet luxury) long before the final season of Succession aired.

Here, through their street-style moments and rare red-carpet appearances, we discover the fashion brands that the Olsens are obsessed with, and how they shaped their idea of quiet luxury.

1. Hermès

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mary kate olsen outfit quiet luxury street style hermes kelly bag
Above Mary-Kate Olsen with her Hermès Sellier Kelly bag (Photo: The Image Direct)
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mary kate olsen outfit quiet luxury street style hermes kelly bag
Above Mary-Kate Olsen with her Hermès Sellier Kelly bag (Photo: OlsenObsessive)

Quiet luxury is nothing new. In fact, it’s been around for at least a century—which is how long Hermès has been offering its well-crafted handbags. Before the French brand’s iconic Birkin bag became as fetishised as it is today, it was the accessory of choice for those—including the Olsen twins—who didn’t necessarily want to flaunt their wealth. In fact, in the 2010s, both sisters famously toted around a beat-up black Hermès Kelly bag. In recent years, though, Mary-Kate has traded it for the more refined (and more expensive) Hermès Sellier Kelly bag in shiny black niloticus crocodile leather. At a Sotheby’s auction in 2020, the bag was estimated to fetch between US$35,000 and US$45,000.

2. Céline

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mary kate ashley olsen outfit quiet luxury street style celine coat
Above Mary-Kate Olsen in her Céline coat (Photo: The Image Direct)
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mary kate ashley olsen outfit quiet luxury street style celine red python boots
Above Mary-Kate Olsen (right) wearing her red Céline python leather boots. (Photo: Getty Images)

You could draw a Venn diagram of women who wear The Row and Philophiles (loyal customers of Céline when it was helmed by British designer Phoebe Philo)—and you’ll find that there is a sizeable intersection. The Olsen twins are right in the middle of it all. Old Céline, as Philo’s tenure at the brand has come to be known, offered sophisticated, thoughtful and modern clothing that has proven its staying power in many women’s wardrobes. Mary-Kate, for example, has frequently been spotted in a floral embroidered coat from the brand’s fall/winter 2015 collection, as well as a pair of bright red python leather boots.

Read more: Phoebe Philo is launching her new fashion brand in September

3. Bottega Veneta

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ashley olsen outfit quiet luxury street style bottega veneta leather bag
Above Ashley Olsen with the Bottega Veneta Cushion bag (Photo: Profimedia)
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ashley olsen outfit quiet luxury street style bottega veneta mules
Above Ashley Olsen wearing Bottega Veneta mules (Photo: Profimedia)

In the accessories department, the Olsens are big on Bottega Veneta—even before Daniel Lee took over the Italian luxury brand. The brand’s former creative director, Tomas Maier, understood the power of quiet luxury and prioritised timeless design and excellent craftsmanship in his collections. Maier’s tenure at Bottega Veneta amassed its own dedicated following that may be at odds with the influencers and celebrities that are associated with the brand today. Ashley Olsen, a part of the former group, often punctuated her outfits with the label’s woven leather bags and stylish pumps.

4. Maison Martin Margiela

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mary kate ashley olsen outfit quiet luxury street style vintage martin margiela
Above Mary-Kate Olsen wearing Maison Martin Margiela heels (Photo: AKM-GSI)
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mary kate ashley olsen outfit quiet luxury street style vintage martin margiela cardigan
Above Ashley Olsen wearing a Maison Martin Margiela knit cardigan (Photo: Fameflynet)

The designs of Martin Margiela are a big source of inspiration for the Olsen twins, and that much was confirmed when they offered up their personal vintage fashion collection for sale. The Cut also reported that the ideation process of The Row began with “garments by Martin Margiela (especially from his years at Hermès)”. Looking beyond the hype of Tabi boots, Ashley is particularly fond of the Belgian designer’s knits, which she reached for when creating her signature elegant, slouchy look that would later be seen in The Row’s designs.

5. Issey Miyake

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NEW YORK, NY - JUNE 03: Mary-Kate Olsen arrives at the 2013 CFDA Fashion Awards at Alice Tully Hall on June 3, 2013 in New York, New York. (Photo by Alo Ceballos/FilmMagic)
Above Mary-Kate Olsen wearing her vintage Issey Miyake dress. (Photo: Getty Images)

As mentioned, the Olsen twins’ personal vintage collection revealed their penchant for certain fashion brands. That includes a handful of esteemed Japanese labels, like Comme des Garçons, Yohji Yamamoto and Issey Miyake. The twins, known for their great tastes in coats, owned plenty of those made by Issey Miyake, who created clothes imbued with a sense of lightness and ease and were meant to inspire delight. That much was achieved with Mary-Kate Olsen graced the 2013 CFDA Awards wearing a black Issey Miyake pleated spiral dress from the ‘90s.

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