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.

Wednesday, September 01, 2010


Shop Assistants Mary-Kate And Ashley Olsen


Mary-Kate and Ashley Olsen will work on the cash registers at the launch of their pop-up Elizabeth + James shop in New York on September 10.

Mary-Kate and Ashley Olsen will man the tills at the launch of their pop-up shop in New York.

The fashionable twins are opening a pop-up branch of Elizabeth + James in the city's West Village during New York Fashion Week, and will work on the tills for one hour, ringing up customers at the registers from 7pm until 8pm on September 10.

The range - named after Mary-Kate and Ashley's brother and sister - features a number of looks the twins are fan of, including oversized shirts, ankle boots and belted waists.

Recently the 24-year-old sisters - who have three fashion collections; The Row, Elizabeth + James and Olsenboye - recently revealed they would love to dress US First Lady Michelle Obama.

Ashley said: "I'd love to get Michelle Obama in The Row. The simple suits and things. It's all made in America, so why not?"

Discussing their own style inspiration, Mary-Kate added the twins were taught to look elegantly from an early age.

She said: "When we were growing up, our mother taught us never to have your belly button exposed."

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