The Row, the luxury label helmed by the minimalist design duo Mary-Kate and Ashley Olsen, once again set tongues wagging at Paris Fashion Week Fall/Winter 2024 — not just for their signature clean lines and luxurious materials, but for their unconventional decision to enforce a no social media/no phone policy.
Known for its understated yet sophisticated aesthetic, The Row has carved a niche in the fashion world since its launch in 2006. The Olsen twins, who shun the limelight and maintain a fiercely private image, have built their brand on the ethos of quality over quantity, focusing on impeccable craftsmanship and timeless designs — with an air of exclusivity.
Their previous Paris Fashion Week shows have been intimate affairs, attended by a select group of industry insiders. This season, however, The Row took their commitment to exclusivity a step further.
Guests at the FW24 presentation were reportedly required to put away their phones and cameras before entering the venue. This move sparked immediate online buzz, trending on social media platforms. While some lauded the brand’s attempt to create a truly immersive experience, free from the distractions of technology, others questioned the elitist implications of such a policy.
The Row’s no social media stance aligns with its broader brand image. By opting out of the fast-paced, image-driven world of social media, The Row reinforces the idea of quiet luxury — a space where the focus is on timeless, high-quality clothes, or an “old money aesthetic,” rather than the ephemeral nature of online trends.
However, it also raises questions about accessibility and transparency. In an age where social media is a vital tool for brands to connect with consumers, The Row’s decision to seemingly limit their online presence could be seen as further reinforcing their perception as an exclusive, and perhaps even inaccessible, luxury brand.
Whether the no social media policy is a brilliant marketing ploy or a genuine attempt to curate a specific experience for a select few, keeping the focus solely on the clothing, one thing is certain: The Row has once again managed to capture the fashion world’s attention, proving that their brand of quiet luxury continues to resonate, even — and perhaps especially — in the age of constant digital connection.
