camera and managing the process, so it’s hard for us to do photoshoots now,” says Mary-Kate. “That’s why you have models.”
Instead, their meticulously mapped-out time (“We’re very organized; every minute is accounted for”) is spent working, alternating their days between this office and the one a couple of floors down that houses The Row, quietly getting on with building their labels. So quietly, in fact, that it’s entirely possible you’ve been shopping one or the other without quite realizing who is behind it.
Elizabeth and James was conceived after the Olsens, with their wily eyes for business, spotted a gap for a contemporary brand in a market that is now saturated but, back then, had very little to offer.