Olsenboye!

Ashley and Mary-Kate Olsen have launched yet another clothing line. The clothing line called Olsenboye is a collaboration with US brand JC Penney and is aimed at Tweens and Teens and is priced between $20 to $50 which converts to around £12.50 to £30.50 which is considerably cheap. Although it doesn't hit stores until 6th November, yesterday the Olsen were promoting Olsenboye on Good Morning America and today they are travelling around New York in their "Treat truck" selling cupcakes and talking to fans. Are there and lucky readers from New York who have spotted the Olsen's today.

The theme of the clothing line is of an oversized-sunglasses-wearing globetrotter who gleans wardrobe ideas from young women in fashion capitals. Sounds a lot like their lifestyle but doesn't every teen want to be like the Olsen's. I know I do.

2009 seems to have been a good year for Mary-Kate and Ashley, in July their brand Elizabeth and James was inducted into the Council of Fashion Designers of America, alongside Alexander Wang and Jason Wu. I definitely expect Olsenboye to do well. I wonder if they'll ship to London.

The Olsenboye video/lookbook can be viewed here, the way they format it reminds me of the lookbook for The Row but for a different market.