Mary-Kate and Ashely Olsen are dipping their toes into affordable fashion.
It was announced on Thursday that the designer twins' contemporary line, Elizabeth and James, will exclusively be sold at Kohl's starting this holiday season. The 32-year-old former actresses launched the range in 2007, which now includes ready-to-wear, jewelry, eyewear, handbags, watches and fragrance.
The three-time CFDA winners also design for their luxury brand, The Row. Elizabeth and James is their lower-priced brand and their partnership with Kohl's will expand its presence nationwide and further target millennials with affordable prices.
“Our vision for Elizabeth and James is to deliver a lifestyle brand that offers women access to premium fashion at an affordable price without sacrificing quality and fit,” Mary-Kate stated in a press release. “Kohl’s is the right partner to take our brand into a new era, while staying true to the high-quality, fashion-forward designs that our loyal brand enthusiasts expect from us. Leveraging Kohl’s extensive store network and digital platform will allow us to reach a much larger audience than we have in the past and for this we are particularly excited.”
"Kohl's is doing a great job with innovation and thinking differently about omnichannel retail," Ashley added. "We have always seen Elizabeth and James speaking to a much larger audience and this new business model with Kohl's will allow us to achieve that. Mary-Kate and I are excited to work with them building out additional lifestyle categories and curating spaces that will bring a new shopping experience to our customer."
Kohl's is no stranger to collaborating with designers. The department store continues to carry exclusive lines with Vera Wang and Lauren Conrad.
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