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Olsenboye by Mary-Kate and Ashley Olsen for J.C. Penney
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mustdiefor
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those looks are pretty cool though. Teen girly style.
Gaultier_Bandit
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Even their wal-mart line was 10000x times better....I remember buying my sister a cute baby blue faux lizard skin, hermes looking bag from that line
i think olsenboye's pricing structure is a scam. and possibly illegal.
for example the combat boots that have a suggested retail price of 100$.
were they ever even sold for that full amount in store? if they werent and jc penney/olsenboye is advertising it at 50-60% off this is illegal. the 100$ retail price seems totally artificially inflated to me.
i wonder the same thing because it really wasn't in stores long before i heard the price drop,
i guess maybe they did that so people would feel like they got a really good bargain..
JunyaSchick
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it's clearly a copycat... or that's what I thought when I saw it the other day... today it's hard to come to a really original idea that isn't very similar to a previous one and I don't want to enter on the massive topic of copycats but they have lost some credibility for me...
However they know how to position themselves, marketing-wise... They have got a (yet small) editorial at nylon; magazine oriented for hypster young girls.
VersaceLuva586
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I like the blazer look!
Some of it is cute but what is that monster of a t-shirt with the green writing??
Some of it is cute but what is that monster of a t-shirt with the green writing??
do you want to design for olsenboye?
enter their contest. you must be between 13 and 21. (the target age for the line)
http://www.olsenboyedesigncontest.com/
enter their contest. you must be between 13 and 21. (the target age for the line)
http://www.olsenboyedesigncontest.com/
couturecouture
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I second this. This line is awful... complete fail.
The Olsens' JCPenney line, Olsenboye, went up for sale online this week, but only hit physical sales floors this morning. We swung by the Herald Square store to check out the mayhem (there was none!) and try on the clothes this morning (itchy!). One look at the display confirmed that this line isn't exactly an affordable alternative to The Row. Unlike the Olsens' previous flirty and pretty collections for their Elizabeth & James line, Olsenboye had a distinct American Eagle–meets-Mandee vibe.
The Olsenboye region of the store marked perhaps the highest concentration of plaid and peace signs outside of Lilith Fair. The line is comprised of about twenty pieces, including dresses, skirts, capris, and white bike shorts with lace trim. Most of the T-shirts are belly shirts.
Cintra Wilson's comments about the size selection at Penney's may have been controversial, but also perhaps not entirely inaccurate. Despite no one but us really shopping the section, there were few smalls on the racks, which mostly held mediums and larges, with a handful of extra-larges. Everything was wrinkled despite a salesgirl's constant efforts to make sure the clothes hung neatly. Almost every Olsenboye piece is a cotton-polyester blend, of varying percentages. We tried a few things on and each felt itchy. Except the belly shirt. (And just so you know, we wore a shirt from Forever 21 today, so it's not like our standards are enormously high here.)
Despite the large number of customers for 10 a.m., no one was peeking around the Olsenboye section, maybe because of the prices, which are a little high compared to the rest of the store. Olsenboye dresses are $44 (other brands are around $30), T-shirts are $26 (compared to $7.99 to $9.99), and button-down shirts are $36 (compared to $17.99). Or maybe it's the in-store marketing: The twins' faces weren't on a single label, photo, or promotion in the store, which is strange considering they toured the city personally in a cupcake truck to promote the line. The strategy might work for a label like Elizabeth and James or The Row, but if they want to sell Olsenboye, they may have to have to sell themselves too.
nymag
The Olsenboye region of the store marked perhaps the highest concentration of plaid and peace signs outside of Lilith Fair. The line is comprised of about twenty pieces, including dresses, skirts, capris, and white bike shorts with lace trim. Most of the T-shirts are belly shirts.
Cintra Wilson's comments about the size selection at Penney's may have been controversial, but also perhaps not entirely inaccurate. Despite no one but us really shopping the section, there were few smalls on the racks, which mostly held mediums and larges, with a handful of extra-larges. Everything was wrinkled despite a salesgirl's constant efforts to make sure the clothes hung neatly. Almost every Olsenboye piece is a cotton-polyester blend, of varying percentages. We tried a few things on and each felt itchy. Except the belly shirt. (And just so you know, we wore a shirt from Forever 21 today, so it's not like our standards are enormously high here.)
Despite the large number of customers for 10 a.m., no one was peeking around the Olsenboye section, maybe because of the prices, which are a little high compared to the rest of the store. Olsenboye dresses are $44 (other brands are around $30), T-shirts are $26 (compared to $7.99 to $9.99), and button-down shirts are $36 (compared to $17.99). Or maybe it's the in-store marketing: The twins' faces weren't on a single label, photo, or promotion in the store, which is strange considering they toured the city personally in a cupcake truck to promote the line. The strategy might work for a label like Elizabeth and James or The Row, but if they want to sell Olsenboye, they may have to have to sell themselves too.
nymag
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Valentine27
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It's not because they create something that they're forced to wear it... Even i'd rather see Mkay wear it than Ash. They wanted to create something cheaper, wearable anytime and for youngs. That's not so bad!
the olsenboye commercials will run during the academy awards broadcast this weekend. are they really going to spend more than a million dollars to show the olsenboye commercials? thats crazy. 
from a review of the runway presentation
J.C. Penney Needs More Than an Oscar Night Cameo to Glam Up Its Fashion Cred
J.C. Penney (JCP) is planning to peddle style in its commercials on Oscar Night, to the tune of an estimated $1.4 million a spot. It’s a hefty price to pay for what amounts to a snarky slogan — “New look. New day. Who knew?” — that spotlights the retailer’s growing stable of exclusive brands from celebrity designers such as Mary Kate and Ashley Olsen and Cindy Crawford.
The problem is that “style,” as defined by the department store chain’s capsule collections, often falls short of the mark -– both in terms of trends and quality.
Take Olsenboye, the junior brand designed by the dynamic twin duo of Mary Kate and Ashley Olsen that’s exclusive to JCP. Like so many things in the “glamorous” world of fashion, some just look better in photos than in real life. So it is with Olsenboye. Many of the pieces look adorable in photos online. I was so charmed by them, in fact, that between clicking and reminiscing how great the twins’ Walmart (WMT) collection was for the price, I rashly predicted the line would succeed.
Seeing the clothes on the rack (and trying them on) is another experience entirely. Some of the fabrics are stiff and scratchy, seams are crooked, trim is poorly sewn, and details such as patches can only be described as cheap (pictured right).
So it’s no surprise that today my local JCP’s racks look as full as the day Olsenboye debuted. Except now it’s all marked down 40 percent. My shopping companion (who falls within Olsenboye’s target demographic) wrinkled her nose and declared she would not purchase certain items even at 75 percent off.
industry.bnet.com
from a review of the runway presentation
J.C. Penney Needs More Than an Oscar Night Cameo to Glam Up Its Fashion Cred
J.C. Penney (JCP) is planning to peddle style in its commercials on Oscar Night, to the tune of an estimated $1.4 million a spot. It’s a hefty price to pay for what amounts to a snarky slogan — “New look. New day. Who knew?” — that spotlights the retailer’s growing stable of exclusive brands from celebrity designers such as Mary Kate and Ashley Olsen and Cindy Crawford.
The problem is that “style,” as defined by the department store chain’s capsule collections, often falls short of the mark -– both in terms of trends and quality.
Take Olsenboye, the junior brand designed by the dynamic twin duo of Mary Kate and Ashley Olsen that’s exclusive to JCP. Like so many things in the “glamorous” world of fashion, some just look better in photos than in real life. So it is with Olsenboye. Many of the pieces look adorable in photos online. I was so charmed by them, in fact, that between clicking and reminiscing how great the twins’ Walmart (WMT) collection was for the price, I rashly predicted the line would succeed.
Seeing the clothes on the rack (and trying them on) is another experience entirely. Some of the fabrics are stiff and scratchy, seams are crooked, trim is poorly sewn, and details such as patches can only be described as cheap (pictured right).
So it’s no surprise that today my local JCP’s racks look as full as the day Olsenboye debuted. Except now it’s all marked down 40 percent. My shopping companion (who falls within Olsenboye’s target demographic) wrinkled her nose and declared she would not purchase certain items even at 75 percent off.
industry.bnet.com
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There’s a British invasion scheduled to hit JC Penney stores come fall. With New York serving as the inspiration behind Olsenboye’s debut collection, Ashley and Mary-Kate Olsen are looking to “cute little British girls” for the next installment of their lower-priced juniors line. “We’re doing London street style next,” Ashley revealed to PEOPLE at last night’s Belvedere Pink Grapefruit Pop Up event in New York City, hosted by designer Matthew Williamson, who collaborated with the vodka brand on a limited edition caftan. In the name of research, Ashley traveled to the British city to observe the foreign trendsetters first hand. “You pay attention to their style and lifestyle and what they do,” she says. And with two other fashion labels to think about — including their high-end range The Row and their ready-to-wear collection Elizabeth and James — Ashley and Mary-Kate are always looking for inspiration. “I think it’s about paying attention to the world, and to culture and what’s happening,” says Ashley. So how do they stay focused on all three lines? “You know it’s a lot of work,” Ashley admits about keeping the three lines fresh. “But it’s definitely not hard to keep it straight. It’s just a matter of finding enough time to be able to devote to each brand, really.” See the latest Olsenboye collection at jcp.com now. –Andrea DeSimone; reporting by Jeffrey Slonim
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KhaoticKharma
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If "a London look" means another collection of Union Jack tees for tweens, I'm going to be sick. I think it's been proven by the collaborators at Target and H&M that affordable =/= the same unattractive graphic tees over and over again.
disco54
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JC penny in terms of fashion is slightly better than walmart, honestly though the price points are not even that cheap , its better to shop at Macys on a clearance Sale , you get a much better product at a slightly cheaper price . Those olsenboye clothes look really horrid and look like they were made in a Chinese factory in 2 hours
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