Olsenboye JC Penny Commercial Teaser

More on the Olsenboye line

Click on Above Title to link to original LATIMES article by Max Padilla.

A celebrity fashion collection doesn’t have to be an oxymoron (we’re still waiting to see how Lindsay Lohan’s future as artistic advisor to Paris house Ungaro will pan out -- regular readers of All the Rage may recall that it didn't begin well). Mary-Kate and Ashley Olsen’s forays into the rag trade have been met with kudos from the industry. In July, the 23-year-old sisters were inducted into the prestigious Council of Fashion Designers of America, along with Alexander Wang, Jason Wu and J. Crew’s Jenna Lyons, on the basis of their design work on luxury label the Row and the contemporary-priced Elizabeth and James collection.

Now the Olsen twins have set their sights beyond the racks at Barneys and specialty boutiques and targeted the suburban closets of American teens and tweens with their exclusive collaboration with JCPenney, called Olsenboye.

Olsenboye, an Olsen family name, follows the theme of an oversized-sunglasses-wearing globetrotter who gleans wardrobe ideas from young women in fashion capitals. In keeping with the theme, the department store visuals will feature travel trunks, passport stamps and luggage stickers.

The Olsenboye prelaunch lineup, which premieres Nov. 6 in 50 select Penney’s and online, features cropped blazers, jean leggings, oversized peace-sign graphic T-shirts, a striped waffle-knit thermal, hooded sweatshirts, bags and footwear. A full ensemble will debut in February, including handbags and shoes. The pattern-heavy collection is meant to be mixed-and-matched -- florals, plaids and stripes -- in the trademark Olsen boho style.

Olseboye follows Penney’s reasonable price points, retailing from $20 to $50, and arrives in a wide size range, from 0 to 15.

Last Thursday (Oct. 22), when the Council of Fashion Designers of America celebrated its newest members at New York’s the Four Seasons, Ashley Olsen told the organization that she and her sister got their first taste of design by altering adult-size clothes to fit their then-preteen frames: “That’s really how we got into tailoring,” said Ashley. “We always loved it.”

Slaying Miley...making room for the next Chosen One

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LOS ANGELES (Reuters) – Miley Cyrus, one of Disney's hottest stars of the past three years with hit records and hit films, has been voted the worst celebrity influence of 2009 by the very people who made her a star, tweens and teens, according to an online poll on Wednesday.

Cyrus, 16, took 42 percent of votes in the poll for AOL's JSYK.com (Just So You Know) website aimed at 9-15 year-olds, pushing Britney Spears and rapper Kanye West into second and third places, respectively, in a section on worst celebrity influences of the year.

No reasons were given for the poor showing of the singer-actress and the popular star of Disney Channel's "Hannah Montana" television series.

But the ranking follows a year which has seen Cyrus controversially dating a 20 year-old model, making "slant eyes" in an informal snapshot criticized as mocking Asians, and being accused of pole-dancing on a teen awards show.

Cyrus also came in No. 4 in the category of favorite female artist, behind 19-year-old country sensation Taylor Swift, "I Kissed a Girl" singer Katy Perry and R&B star Beyonce. The poll attracted almost 50,000 votes.

"I think Miley is in an interesting space where she is trying to graduate from being 'Hannah Montana' and a Disney channel celebrity and coming into her own and having a career beyond Disney," said Stephanie Cohen, editor of JSYK.com.

"I think her fans still want her to be the sweet Hannah Montana and she is trying to age up...Parents are definitely resisting it," Cohen told Reuters.

Cyrus has been one of the biggest teen idols in the world since 2006, selling more than 7 million albums, starting her own fashion line, and taking $154 million at the worldwide box-office for "Hannah Montana: The Movie" in 2009.

West, whose interruption of Swift's acceptance speech at a music award show in September was deemed the most shocking moment of 2009, took 19 percent of votes in the worst celebrity influence section.

Swift, the best-selling U.S. artist of 2008, has risen again in popularity this year.

"I think Taylor Swift has done a great job of showing her true self and coming across as very sweet and down to earth. A lot of her songs are about the underdog and teens can really relate to her," said Cohen.

Elsewhere, the stars of vampire movies "Twilight" and its forthcoming sequel "New Moon" dominated the JSYK.com poll. Kristen Stewart was voted favorite female movie actress and Taylor Lautner surged past Robert Pattinson in both the favorite male movie star and "cool guy you'd like to hang out with" categories.

MKA Juniors Line Coming to JC Penny

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Mary-Kate And Ashley Olsen Take Their Fashion Sense To J.C. Penney

MTV News in Fashion & Style
By Nuzhat Naoreen


Look out fashionistas, the Mary-Kate and Ashley Olsen are coming to another store near you. The duo, who already have two high-end clothing lines, Elizabeth & James and The Row for men, are hitting the mass market with a junior's collection for J.C. Penney.

The line, Olsenboye, which is apparently Mary-Kate and Ashley's ancestral last name (although we're still inclined to think it's Tanner!), will mostly feature casual sportswear and accessories, including tops, dresses, handbags and shoes, priced from $20 to $50.

“It’s very fun, fashion driven, trendy and wholesome at the same time,” Liz Sweney, Penney's executive vice president and general merchandise manager of women's, told WWD . Of course, we wouldn't expect anything less from the Olsen girls, who recently became members of the Council of Fashion Designers of America.

The clothes will range in size, from 0 to 15. “It’s really important that Olsenboye serves lots of girls,” Sweney said. “It’s not just about girls size zero or one.” We can definitely appreciate that.

JCP plans to roll out the collection in its 500 stores in February, but eager fans can get a sneak peak online at jcp.com and at select stores, including the Manhattan flagship, starting November 6th for a limited time.

The 23-year-olds, who are far from new to mass marketing — they've been selling products including makeup and furniture to major retailers, like WalMart, for years through their company Dualstar Entertainment Group — actually approached JCP with the idea of a clothing line.

“Mary-Kate and I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in the current retail climate,” Ashley told WWD .

Whether or not the line will boost Penney's sales remains to be seen, but we certainly have high expectations for the fashion forward twins.

Laying Out the Structure and Themes

So my BIG CORK BOARD is being installed in my office early this week. Im stoked. I find this is a very nice way to organize the film into themes and begin to figure out the structure. So far I have five main themes (that I won't outline here just yet) and Im anxious to begin organizing footage and research within those areas.

So, progress on the editing front. Yes!

Walmart b-roll...fabulous

Yay Emily. One of my assistants, Emily, just did a little recon and brought back a fabulous tape of Walmart B-roll. Nice. Always love when we can outsmart the man.