It's A Girl Thing: Tween Queens and the Commodification of the Girl's Tween Market

A few years of research, thoughts and adjustments that all led to a completed film which, framed by the structure of a faux interactive website for tween girls, looks closely, and critically, at the tween market's evolution and the role of Disney and Nickelodeon's tween queens (Mary-Kate and Ashley Olsen, Britney Spears, Hilary Duff, Miley Cryus, Miranda Cosgrove, Kiki Palmer, Selena Gomez, and more) in the market's explosion.

Sunday, November 01, 2009

Adding Sunglasses to The Row

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Add a new project to the list of things Mary-Kate and Ashley Olsen have taken on – sunglass designing.

Vintage-inspired sunglasses will be introduced on their luxury label, The Row, this spring, according to WWD.com.

The tiny 23-year-old twins are often seen hiding under giant shades, so it's only natural they'd be interested in adding them to their collection.

While the rest of us still have to wait a few months to try a pair on, Mary-Kate has been spotted sporting a square frame that's part of the line during London Fashion Week. It's reportedly one of four different styles in the collection.

Round shades, a classic metal aviator, and a vintage-inspired brow-line round out the line-up, reports WWD.

They'll range in price from $325-$390, and will be sold in high-end department stores.

"We're testing the market first and obviously these are four very different silhouettes, so we're seeing what people are responding to and we'll open up a couple more silhouettes for fall," Ashley said.

On top of their acting careers, the twins already design jewelry and shoes, but that doesn't mean making sunglasses came easy.

"Designing eyewear was definitely more complicated than we thought, and of course, we wanted to be extremely hands-on," Mary-Kate told WWD.

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