Shop Talk

Retailers, consumers and prices

Check Out Line: Olsen twins try mass-market fashion again

October 26, 2009

mkaCheck out America’s famous twins at it again.

Mary-Kate and Ashley Olsen, the former child actresses turned fashion designers, are launching a new juniors’ sportswear and accessories line for J.C. Penney.  The travel-themed line is called Olsenboye, with each collection highlighting a new city.

The mid-priced line features clothes, shoes and handbags priced from $20 to $50.

Fashion is not new for the sisters, who were television stars from infancy and grew up to have a quirky bohemian style.  They currently have high-end lines, such as The Row, which sells at Bergdorf Goodman, and Elizabeth and James, which sells at Neiman Marcus.  They even once had a line of girls’ clothes at Wal-Mart, though it no longer exists. 

Items from the new line will be available for a limited time in select JC Penney stores and online starting Nov. 6, with a full launch set for spring 2010.  Let’s see if it lasts longer than the line at Wal-Mart.

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(Reuters photo)

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