The Silent Seduction of Wealth: The Row

Graphic by guest designer Tori Wilkins (http://toriwilkins.com).

The Row walks the fine tightrope between notoriety and secrecy. If wealth truly whispers, then the purr coming from the Olsens is dripped in perfect tailoring, impeccable fabric and je ne sais quoi. The Row is beloved by those in the know: elusive clientele who mirror the brand in discretion and wealth. 

Started in 2006 by the dream of a perfect T-shirt, Mary Kate and Ashley Olsen formed more than a brand with The Row, they created a clothing revolution. 

Since its conception, The Row has devoured chic markets, launched a menswear collection and, more recently, a children’s collection. The brand has three main retail shops – located in London, New York and Los Angeles –and it’s sold in over 100 partnered stores. 

The Soma Top. Image courtesy of The Row.

With a focus on quality and class, the Row has been described as the affluent woman’s Uniqlo. Marina Larroudé, ex-fashion director of the notoriously contentious Barneys, told a features writer at The Cut about a client who bought 30 of The Row’s sweaters – all in the same design. The Row’s patrons bleed money, and their underwear is made of finely spun gold. 

The appeal is just that: the promise of garments timeless and simple with a sneak calling card for those wealthy enough to be invited. A Gucci bag might impress the working-class man and the suburban housewife, but The Row would elicit a nonchalant response, indifferent ambivalence. Dresses can be bought for much less. 

However, The Row doesn’t care about those who cannot afford it, and its consumers don’t either. To shop faithfully is to pay homage to the world of the Olsens, an Atlantis hidden from the regularity of the American Dream. If one couldn’t recognize the Batani Coat as it struts down Fifth Avenue, then the coat won’t say hello either. In an era of customer worship, The Row still holds up its own altar. 

The Batani Coat. Image courtesy of The Row.

This carefully crafted image invites envy disguised as desire. Who doesn’t wish to be gilded? To don the Soma Top and feel chosen, as though you were let in on the world’s best kept and most beautiful secret? To belong to a club of pool lounging, cigarette smoking, silent seducers – their beauty illuminated by their clothes and wealth? 

The Row hit a block in the road in the midst of COVID-19, and reports came in that over half of their staff had been laid off. They also moved their production from the U.S. to Italy, a financially informed play that betrayed their previous manufacturers and their roots. However, like many other high fashion brands, they are slowly on the upward bound. 

While the brand remains coy about their pecuniary proceedings, revenue prediction websites have reported new hires, as well as a steady increase in earnings as fashion begins to recover from the strain of the pandemic. 

The Benji Crewneck. Image courtesy of The Row.

To assume change is next for The Row is to misunderstand its appeal. The Olsen sisters will continue to create as they do, and the clientele will adapt their style to the clothing being served. A lesson in fashion, a kiss of wealth and a ticket to one of NYC’s most exclusive fashion showings. The spell of The Row will hold strong for a very long time.