The Olsen twins are known as icons of style, from the fierce looks that they rock on the street to the clothing lines that they have developed, which include Elizabeth and James and The Row. They have also expanded to a more affordable line at JCPenney, called Olsenboye, which gives their more practical fashionista followers an opportunity to wear their clothes. But now the twins are expanding even more, bringing their designs to the world stage thanks to the web.
The twins are planning to launch an e-commerce website called StyleMint, which will send its members a new piece of clothing every month, for a fee of $29.99. The site will launch in July, and its first collection will be fashion t-shirts. The site will also be interactive, allowing members to take quizzes to help the site learn their personal style and recommend items that the members might like. The twins will also be creating videos for the site, offering style advice to members.
StyleMint is a joint venture between the Olsen twins and California based company BeachMint, which last year launched JewelMint with actress Kate Bosworth. JewelMint sends members a monthly piece of jewelry, much like StyleMint will do with clothes. Mary-Kate said about the partnership, “BeachMint understands how online shopping is evolving and the importance of creating an authentic relationship between designer and customer. With Stylemint.com, Ashley and I have created an online experience reflecting our love of style and allowing us to engage with our customers directly, which is an inspiring new way for us to think and create as designers.”Tags: Ashley Olsen, BeachMint, JewelMint, Kate Bosworth, Mary-Kate Olsen, online shopping, StyleMint