Mary-Kate and Ashley Olsen's 'Tenacity' Reason for Their Success (EXCL)
The Olsen twins keep themselves hugely private these days, but a source exclusively tells Life & Style that their power and influence in the global fashion market has never been higher – as A-listers and moguls line up in droves for advice and assistance that’s making their billion-dollar brand more powerful and influential than ever.
“Mary-Kate and Ashley‘s success, and their seemingly-reclusive public profiles, are by-products of their compulsive work ethic and tenacity,” an industry expert explains. “Their business is the most important thing in either of their lives and the rise of The Row did not happen by accident or luck.”
The sisters, 38, founded the luxury fashion label back in 2006, which has since impressed the owners of other notable brands like Chanel and L’Oreal to the point they invested in the company themselves.
The investment deal signals a “huge vote of confidence” for the Olsen twins, who, like their secretive, logo-free designs, prefer to keep things low-key.
Starting out as child actresses, they played the same role as Michelle Tanner on Full House to get around labor-law limitations restricting child-actor’s filming hours. However, it’s clear now acting was just a stepping stone of the powerhouse duo on their way to “the top of the pyramid,” says the source, who adds, “They are true workaholics and that shared trait has put them [there], especially when it comes to actors who leave the entertainment industry for the business world.”
The Olsen’s began the brand when they were just 18, seeking to create the perfect white T-shirt, which Ashley claimed she could not find. They decided to focus their line on minimalist, high-quality pieces, filling a gap between mass-reproduced, low-quality basics and designer outerwear and signature pieces. The strategy became a resounding success.
“We didn’t want to be in front of it, we didn’t necessarily even want to let people know it was us,” Ashley told i-D. “It was really about the product, to the point where we were like: Who could we get to front this so that we don’t have to?”
They were steadfast in their dedication to quality, which isn’t something commonly found in celebrity-backed brands, as it’s usually the big names that draws customers. They wondered if they could hack it in a notoriously difficult industry without attaching their fame to the brand. “Can it sit in a store with no name and will it sell? Will people want to buy it if the products are right?”
The source note’s that, even though “they have had ups and downs in their personal lives over the years,” the one constant has been the brand. “They managed to stay unified about growing their company and keeping a truly relentless focus on the product. They have a company worth billions, but aren’t selling anytime soon and they’re totally focused on expanding things even more.”
“A lot of celebrities come and go in the fashion business but M-K and Ashley are staying put and they see The Row as their life’s work.”