Olsenboye by Mary-Kate & Ashley Olsen for JCPenney [First Look]

Monday, October 26, 2009 by Wendy Lam

Last Thursday we reported that Mary-Kate and Ashley Olsen were designing a collection for JCPenney called Olsenboye, today WWD has the first look. Today a new marketing approach for the retailer kicks-off with “an Olsenboye truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds.” For three days only, if you catch the truck you’ll be able to preview the whole collection, shop and eat treats- be sure to bring cash!

If you’ve been wondering what Olsenboye means, it’s the Olsens’ ancestral name. The collection will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes, and will retail from $20 to $50. Olsenboye officially launches on November 6th and is slated to hit 50 JCPenney stores, including the Manhattan flagship, and jcp.com for a limited time.

Check out the teaser video and schedule of where the Olsenboye truck will be after the jump…




Categories: celebrities fashion shopping

6 thoughts on “Olsenboye by Mary-Kate & Ashley Olsen for JCPenney [First Look]

  1. Hey Wendy! Don’t know if you’ll find it interesting, but i remember that you liked Topshop’s studded “PANIC” sandals (probably inspired by Givenchy’s). Well, now Aldo has launched their Givenchy inspired studded sandals and they’re available in two colors: grey and black. They’re even more similar to the original than Topshop’s. You can check them at Aldo’s online store.

  2. Does anyone know what is the name of the model with the curly hair?
    Oh, hello from Antigua. I read your blog all the time. Luv it ^_^

  3. This was the lamest thing to come out of The Olsen twins, since their straight to video days. Way too cotton candy sweet for my taste. I wish it was more mature like their Elizabeth & James stuff.

  4. I don’t like the olsen twins ’cause MK and ashley smoke cigars and drink tons of alchoahl when drinking will give you cancer.

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