Impact. The Row Pre-Fall 2025

Ashley and Mary-Kate Olsen keep on taking over Paris by storm – a quiet one, but highly impactful. The minimalism they study and channel is reaching unbelievable level of perfection, and nearly every second collection we’ve seen this season is somehow inspired by The Row. Plus, the twins opened their first boutique in town, on the ultra-chic rue de Mont-Thabor, filled with design pearls: dressing-room door by Jean Prouvé that sells on auctions for $101,600, Victor Courtray’s chairs reaching up to $14,000, and Vadim Androusov’s wheat-shaped sconces. The store itself feels like a understated sanctuary, which during Paris Fashion Week was besieged by literally everyone. You could easily spend 30 minutes in the line.

The store opening happened in the same week the Olsens presented their pre-fall 2025 collection. The fashion show had a no-photos policy that some people just couldn’t respect as most industry insiders had a leaked video in their DMs. Lookbook came out a couple of days later, and here’s the thing: the designers are smart about not falling into the hype-trap. They aren’t dramatically voluming up on their creativity just to deliver the clicks; rather, they keep on refining their already-perfect skills in dress-making and tailoring, and also very luxe apparel. Yet there was also a rawer, perhaps more conceptual and lightly experimental edge at work here too; an embrace of where beautiful imperfection could possibly take them. Earthy organza tank, constructed from layers of fabric, over white pants; a gray cocktail dress which looked as though a swathe of raw-edged fabric had been pulled around the body, with a black bodice underneath keeping it in place; and a gorgeous black sheath with a panel which fell in a trail from one shoulder. Sublime.