May 31, 2007

busy little bees.


not that they don’t have enough to do running dualstar entertainment, managing their tween clothing line, and turning 21 in a few weeks, but mary-kate and ashley olsen are now dipping their feet in the contemporary pool by launching elizabeth and james. named for the twins’ two other siblings, e&j is producted by l’koral industries, the company behind seven for all mankind and larok.

in an interview with wwd, ashley described the clothing as being “a mix of masculinity and femininity.” she also said the target client is “in her early 20s, figuring out life and just experimenting…it’s a sophisticated woman with a playful side and is still chic. it’s someone who understands fashion and understands details and expects that as well.”

playing off the boy/girl theme, some pieces are cut with a more feminine, fitted vibe, while others are oversized and a bit slouchier. one multicolored sequined mini was even inspired by one of m-k’s favorite vintage dresses. bergdorf goodman, neiman marcus and intermix has picked up the line so far, which will have a spring, fall, holiday and resort. prices will be competitive with other offerings on the contemporary floors (like marc by marc, tory burch, alice+olivia, and bcbg).

pics from wwd and