The Art Of Edginess. The Row SS25

Ashley and Mary-Kate Olsen are in their experimentation mode. No longer bound to uncompromising minimalism they’ve established and refined to razor-sharp perfection throughout the years, they are confidently letting not-that-easy-to-digest edginess to The Row‘s world. Or maybe the most stylish twins in the world are taking a look back at their culture-shifting style from the 2000s? @eljosecriales started that discourse by comparing spring-summer 2025’s grey melange sweater worn over a white ivory slip dress worn over washed blue pants to one of Mary-Kate’s red carpet looks from 2004 that similarly played with layers in a cool, spontaneous, boho manner. That’s the definition of “auto-referential“! Most of the new season offering feels like a very instinctual play with clothes and accessories, never matching or fitting “as it should“, but striking an intriguing balance. Phoebe Philo’s late years at Céline had a similar essence, but the Olsens aren’t copying the British designer as they used to back in the day – they’re doing their own, authentic thing. As they should – they are by now very mature designers, as The Row is about to celebrate its 20th anniversary (the twins started with a t-shirt). And their just-opened shop in Amagansett will certainly sell these plaid shirts, breezy dresses, denim shirts and future-vintage evening dresses like hot buns. Oh, to be awfully rich and buy The Row like daily apparel!