Olsens to Merge Social Networking and Online Shopping

elle.com

The Olsen twins are launching StyleMint.com, a new shopping website, in partnership with the company BeachMint. This new site will debut in July and combines social networking and online shopping, complete with videos featuring Mary-Kate and Ashley.

It is somewhat of a fashion-of- the-month club, as customers will complete a fashion profile that will evolve month-to-month depending on what they purchase. Eventually the site will pinpoint the user’s personal style and lead them towards clothing choices that will that accommodate their tastes.

White, grey, and blue t-shirts will be the first articles of clothing for sale. The shirts will go for $29.99 each, making this line much more reasonable for consumers than the twin’s high-end label The Row and their contemporary label Elizabeth and James.

Ashley stated to WWD, “Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer service.”

For more information, visit elle.com or WWD.com

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