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The Olsens have finally arrived in New York City. Well, they’ve actually lived there for quite some time, but following the launch of a boutique for their fashion brand The Row in Los Angeles two years ago, the duo have now opened a much-anticipated store just off Madison Avenue, on Manhattan’s swanky upper east side. Situated in an early 20th century Brownstone townhouse, it’s a new milestone for the fraternal twins who received no formal fashion education whatsoever, but clearly possess a strong and innate sense of both style and business. Interestingly, the New York store location was found before the Olsens opened up shop in California, but since it wasn’t immediately available, it was L.A. where they first launched themselves into the retail arena.

The Row’s newest outpost measures a grand 4,000sq.ft. [372 sqm.], set over three floors, and features an interior that was designed by the designers in collab with Jacques Grange, a lauded interior architect from Paris. The premises ooze the vibe of a private apartment – albeit a very sophisticated one – rather than your usual high-end boutique brimming with baubles and trophies, and is dotted with cherry-picked modern furnishings and artworks. The ground floor is home to a salon-like space where the brand’s shoes and bags are presented. A spiraling limestone staircase leads upstairs where the complete apparel collection is showcased, and on the third floor shoppers find accessories, in addition to a secluded private space for its most discerning clientele.

Photography: François Halard

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