Mary-Kate and Ashley Olsen Get in Touch With Their Inner Tech Geeks To Build TheRow.com

01/25/2010 at 05:15 PM ET

Dimitrios Kambouris/Getty

With the addition of sunglasses and menswear to their luxe label, The Row, Mary-Kate and Ashley Olsen are bringing the line into the digital arena with the launch of the line’s website, therow.com. And though e-commerce won’t be set up until late summer 2010, TheRow.com gives its viewers a very up-close and personal view of its collection — something that wasn’t easy for the designers to achieve. “I have to admit we’re not that tech-savvy,” Ashley tells Style.com, “But we’re constantly learning and discovering new things on the web.” The first step was to scour the web for inspiration. “We looked at a lot of different web sites before we started working on our own, and we thought most of them were too loud. We wanted The Row web site to be subdued and very direct,” says Mary-Kate. Not finding any they liked out there, Mary-Kate and Ashley looked to their collection for inspiration for their new online home. “All of the background visuals are high-res images of actual fabric swatches from our collections,” Mary-Kate reveals. “We wanted the viewer to really see all of the details of the beautiful fabrics we use—washed red silk charmeuse, the scales of our python skins, our cashmere modals. We wanted it to feel like you could reach out and touch everything.” And despite their lack of tech know-how, they were still hands-on. “We worked on every single piece of imagery and content on the web site directly. It was a very hands-on experience, which I didn’t expect — it felt more like making a beautiful collage than a web site team,” says Mary-Kate. Check out Mary-Kate and Ashley’s full interview at style.com.–Andrea DeSimone

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Showing 22 comments

elliot on

the website is beautiful!!!

clay smith on

Actually, they’ve done a great job.

Beth on

I was surprised at how nice it was.

You can get a little dizzy clicking through the collection, though, they might want to work on the transition.

KATEPLUS8 on

Although I sometimes Mary Kate and Ashley’s outfit choices, their website is beautiful, and as I looked through their collections, I was able to discover how nice the clothes were as well.

anna on

wow havn’t seen that in a while EWW!

Larissa on

Wow! those are really weird outfits. They kinda scare me.

elliot on

Designed Memory does all the great fashion sites so cool to see this!

Samantha conrad on

This is a beautiful site; Matthew Siskin of designedmemory has a hands on approach to web design that sets him apart form any other design firm. Can’t wait to see more from this young innovative design team.

Brian on

They look nothing alike!

sarah on

Some aspects of the site are nice aesthetically, but I really don’t like the tiny text on top of the photos, the lack of zoom on the photos, and the horribly thin model for the spring/summer 2010 line (she looks like an anorexic thirteen-year-old). Also, quite a few clothing items don’t appear to fit the models properly – some look bunched or draped in areas that are not flattering.

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