The Row launches children’s clothing

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One Monday afternoon in September, just after the first day of school came out, nine tiny models crowded around Brooklyn’s Herbert Von King Park, clad in layers of Italian cashmere. The kids, a creative group, none of whom do this professionally, seemed remarkably immune to the hustle and bustle that accompanies a fashion shoot: as photography and styling assistants flew around, they sipped boxes of juice, shared their processors and scattered cheese. ground snacks. Louie Nobuko Huelster, 5, tested the durability of a pair of green velor shoes by jumping from one row of bleachers to the next. A few more got out of their knit pants while their parents were not looking.

Even when approached by a masked stranger with a voice recorder, the children kept their cool. I asked Coralynn Agbasionwe, 5, how her outfit made her feel. “It makes me happy,” she told me, playing with the waistband of a blue cardigan. “I just tried it on, but I would wear it for, say, Valentine’s Day. Normally I wear dresses on Valentine’s Day, then I put a little sweater over them. Seven-year-old Ava Lamb said she would wear her turmeric-colored pants “to a party”. Like a birthday party? – No, she said in a neutral tone. “Just a party.”

The creators of these cozy and colorful sets are Mary-Kate and Ashley Olsen of The Row, the brand whose minimalist and timeless adult clothing occupies a very specific niche in the world of luxury fashion. Where other designers are constantly pivoting, stacking, and mocking each other, the Olsens remain monastically consistent. The Row’s first children’s capsule collection, which launches in their stores and on their website today, stays true to this philosophical core: “Items should be practical, easy and comfortable,” I told me. Mary-Kate. “We think about it for our main collections, but it’s even more important for children. Over the past 10 years, we have personalized cashmere onesies and blanket sets for our clients and friends who have had children. We wanted to explore this more broadly. Although none of the 35-year-old sisters have children, many of their friends have had children during the pandemic, which helped spark the idea.

From the left: Monreau Paretti, Alasdair Browne, Coralynn Agbasionwe, Brontë Schneider, Langston Rhinehart-Williams, Dev Cope, Ava Lamb, Leo Arya Kelley, Louie Nobuko Huelster.

The models wear the Row everywhere.

Grooming by Ren Nobuko Huelster for the Wall group; casting by Dionne Cochrane; casting assistant: Sydney Smith; photo assistants: Jordan Zuppa, Josh Matthews; stylist assistants: Rosalie Moreland, Andy Polanco, Jenna Wojciechowski, Amir La Sure. Talents: Alasdair Browne, Ava Lamb, Brontë Schneider, Coralynn Agbasionwe, Dev Cope, Langston Rhinehart-Williams, Leo Arya Kelley, Louie Nobuko Huelster, Monreau Paretti

The collection consists of cashmere pants, crew necks, belted cardigans, hats and velvet slip-ons (a miniature version of an existing feminine style and based on Venetian gondolier shoes). It ranges in size from 2 to 10 years and is priced from $ 390 to $ 790. Also in the mix: small cashmere handbags, an extremely chic upgrade on a ’90s college campus staple. Unlike classics, which are stuffed with plastic beads, these are filled with pearl couscous. . During the shoot, at least one model liked to throw them at our creative director.

None of the pieces are gendered, a refreshing change from the norm. (Walk into just about any children’s clothing store and you’ll feel like you’ve entered a battle of flying flowers and monster trucks.) “Kids are at the heart of creativity,” he said. Ashley said. “They should be able to choose what they want to wear, no matter what.” Everything is also devoid of zippers, buttons, laces and anything else that could make clothes less comfortable or make putting on and taking off more difficult than it should be. These features, along with the cheerful but still sophisticated color palette, were born out of conversations with toddlers throughout the design process. “Children give off a feeling of playfulness. They were very loud and opinionated about what they liked and didn’t like, ”noted Mary-Kate. “We loved listening to their free spirits.

The capsule also has a philanthropic element: the proceeds will go to charities in Los Angeles, New York and London (cities where The Row has flagship stores) that support children’s health, education and well-being. With successive collections, which will expand to become “a reflection of basic and seasonal offers”, according to Mary-Kate, the Olsens hope to build on their network. “The plan is to create a program that gives back in meaningful and meaningful ways,” Ashley said.

So does that mean we’ll eventually see toddlers around Greenwich Village and Notting Hill wearing suede pants and soft-shoulder merino wool coats? “We started the Row with a t-shirt,” Ashley noted. “This collection was launched in the same way: we focus on the basics and build from there. “

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