Tuesday, 27 October 2009

New childrenswear line, Olsenboye, for spring 2010

The Olsen twins, Mary-Kate and Ashley, have joined forces with the US department store JC Penneys to create a childrenswear line for girls - from newborn to 15 - named Olsenboye.

It follows the theme of an oversized-sunglasses-wearing globetrotter. Featured products will include cropped blazers, jean leggings, oversized graphic T-shirts, sweatshirts, bags and footwear. The pattern-heavy collection reflects the Olsen boho style through florals, plaids and stripes.

They already run two successful fashion labels within their company and the range will add to their growing empire. Released in spring 2010, "Olsenboye is an opportunity to add something unique to the marketplace," says Ashley. "It complements and strengthens our business portfolio."

In July, the sisters were inducted into the prestigious Council of Fashion Designers of America, along with the likes of Alexander Wang.

Olsenboye will prelaunch on jcp.com and in 50 JCP stores on November 6. The full line will debut in 600 stores in February.