Olsenboye by Mary-Kate and Ashley Olsen for J.C. Penney

[VersaceLuva586]

They were adorable on Good Morning America!!!


them!!!

[wings]

i think some of the stuff is cute. but it´s a teens and tweens collection of course... also i really like the heels in the video

[girlalamode]

What a super cute video! The shoes are lovely.

[brianna]

After just adding sunglasses to their high-end line, The Row,Mary-Kate and Ashley Olsen are already announcing the next addition to their fashion empire: a juniors collection for JCPenney! Olsenboye will be a line of casual sportswear and accessories inspired by teen trends from cities around the world with each new collection highlighting a different city and providing customers with fun, spirited and edgy styles that will constantly change. “Ashley and I felt strongly about creating a unique experience to reach the teen customer,” Mary-Kate said in a statement. Ashley adds, “Olsenboye is an extension of the Dualstar brand delivering trend-based fashion at affordable prices.” And affordable, Olsenboye certainly is. The collection, that will include denim, bottoms, tops, dresses, skirts, shorts, jackets ranging in size from 0-15, plus handbags and shoes, will retail from just $20-$50! A preview collection will be available for a limited time at select JCPenney stores and jcp.com starting November 6, followed by the full launch in February 2010. So far, we like what we see! Tell us: What do you think of Mary-Kate and Ashley Olsen’s line for JCPenney? Will you buy it?

people.com

[alzna]

I dont like the name, but the outfits are not bad.

[weoui]

why am i not excited about this??

i love the row but this looks..weird.

[romantics]

It's so strange to see their name, Olsenboye, written all over clothes like that. In the commercial, there was a text hoodie. Did that say Olsenboye all over it too? Going from the Row, to even Elizabeth & James, it's strange to see their name all over a licensed brand. But they mentioned head to toe... I really hope those shoes come out in my size.

[saann]

it looks like H&M Divided :/

[wings]

Originally Posted by saann

it looks like H&M Divided :/

exactly my thoughts

[emailme.]

i liked the commercial. it was definitely younger but the girls still reminded me of mk especially.

remember last summer she tied her plaid shirts on her waist with a white tee?

also the boat hat which looked large on the girl reminded me of mks bf, nate.

the black hat girl was old school mk. didnt she shoot an italia vogue with that hat?

[apriliciate]

yeah, i also think that the style in this commercial is more into Mary-Kate's style.

[Thefrenchy]

The Olsens Launching Juniors Line 'Olsenboye' at JCPenney


The Olsens are coming to a JCPenney near you!



Entrepreneurial twins, Mary-Kate and Ashley Olsen, who already have two fashion collections, The Row and Elizabeth & James, teamed up with JCPenney to create a juniors collection called Olsenboye.

"Our Juniors customers have grown up with Mary-Kate and Ashley and look to them not only as authentic designers, but also as style icons," Liz Sweney, executive vice president and general merchandise manager of women's apparel at JCPenney, said in a release.

"The launch of Olsenboye brings aspiration and sophistication to our juniors department."

Olsenboye will consist of casual sportswear and accessories, retailing for between $20 and $50. And while the collection is slated to officially launch for Spring 2010, starting Nov. 6, a select 50 stores will receive an advanced offering.

The collection takes its inspiration from teen trends around the world and each collection will highlight a different city. Authentic globetrotter details, like travel trunks, passport stamps and luggage stickers will appear throughout the brand's marketing, labeling and in-store displays.

The brand will be promoted through viral and guerrilla marketing campaigns starting today with a customized truck, called the "Olsenboye Treat Truck," which is slated to cruise the streets of New York City, with initial stops scheduled for Union Square and Herald Square.

At the "Treat Truck," consumers can preview the collection and pick-up Olsenboye paraphernalia including pins, balloons, bracelets and even cupcakes. More information on the "Treat Truck's" appearances can be found at Olsenboye.com.

- STYLELIST.COM

[fashionmuse]

i cant believe this came from the olsens. yes its for a teen line but its all so typical and looks like it was design by avril lavigne or something

[VersaceLuva586]

MK & Ash on Good Morning America
http://www.youtube.com/watch?v=Zbhdn3n68mA

I think the line looks cute, for a teen line at least!

They already have 2 super successful lines and i think they agreed to do this one to tap into the tween market again like they did when they were younger. After all, they were the first to do it and it was a hit!

[lucy92]

this still looks like cheap crap to me.