Many people are familiar with the scientific theory that the universe is expanding. Well, in one little corner of the fashion universe, expansion is much more than a theory. The business empire that is owned and run by Mary Kate and Ashley Olsen now has a new territory. In addition to their lines, The Row and Elizabeth and James, the twin actresses now have StyleMint.com. It has been reported that the sisters teamed up with BeachMint to create this new site which is intended to function like a virtual personal stylist.
Of course we love fashion stylists and what they do. (We bow at the feet of Queen Rachel Zoe!) But, let’s face it, not all fashionistas can afford to work with personal stylists. In response to this truth, online shopping technology has been created to help shoppers find the perfect duds. This technology is central to the shopping experience at StyleMint.com. In a recent press release, Ashley Olsen said, “Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience.” Mart Kate Olsen added that “With StyleMint.com, Ashley and I have created an online experience reflecting our love of style and allowing us to engage with our customers directly, which is an inspiring new way for us to think and create as designers.”
For now, the twins are starting small, focusing on a beloved garment: the t-shirt. StyleMint.com’s debut features a line of t-shirts. Going forward, the site will offer more items along with reports on recent trends and even videos on how to wear certain items.
The Olsen twins are not the only members of Hollywood to team up with BeachMint. In fact, Kate Bosworth also works with BeachMint on her line of accessories which is called JewelMint.