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Mary-Kate and Ashley Olsen to Launch Online Fashion Site


Mary-Kate and Ashley
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It’s official: Mary-Kate and Ashley Olsen’s next fashion venture will be an e-commerce website.

The Olsens will soon launch StyleMint, which will send members an item of clothing every month for $29.99 – similar to a book-of-the month club. According to WWD, the site will debut in July with a collection of “women’s fashion t-shirts.”

StyleMint will be an interactive site, where members can take short quizzes that determine their personal style and the site will recommend certain items based on members’ preferences. Mary-Kate and Ashley will also create regular videos for StyleMint providing fashion advice.

The site is a partnership between the Olsens and the California-based company BeachMint. The company launched a similar site in collaboration with actress Kate Bosworth last October called JewelMint, which provides members with a monthly piece of jewelry for $29.99.

Mary-Kate discussed their decision to partner with BeachMint:

“BeachMint understands how online shopping is evolving and the importance of creating an authentic relationship between designer and customer. With, 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.”


Do you like the idea of StyleMint? What do you think of Mary-Kate and Ashley’s involvement in this site? Would you sign up and become a member? Be sure to leave a comment and let us know what you think!

Posted on on April 11, 2011 / Filed Under: Fashion News / Tags: , , , ,

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8 Responses to “Mary-Kate and Ashley Olsen to Launch Online Fashion Site”

  1. 1
    April 11th, 2011 at 11:17 am

    I’m not sure how I feel about this site. As a member of ShoeDazzle, Kim Kardashians shoe website which is very similar, and a former JewelMint member (i was curious, so I signed up for it), I don’t have very many expectations of StyleMint. The idea of it is really cool, but I find with the other sites that the execution is poor. The quality of the products just aren’t very good. I do think this will be more popular than JewelMint considering the Olsen Twins are more well known. We’ll see though, I’m kind of excited to see what their clothes will look like.

  2. 2
    April 11th, 2011 at 12:10 pm

    The site idea sounds intriguing but I have to say, I don’t like the Olsen twins’ involvement in this. I dislike their style and I don’t find them to be likeable, so that puts a damper onto the site. I’m not trying to be a downer but that’s my opinion.

  3. 3
    April 11th, 2011 at 12:16 pm

    I don’t think that I would be interested in this site, not because of the Oslens though. It’s certainly not in my clothing budget to have a $30 t-shirt that I’ve never tried on sent to my every month. Also, part of the fun of shopping is picking out things for yourself. It could be good though for people who don’t have much time to shop, but who want to keep their wardrobe updated.

  4. 4
    April 11th, 2011 at 1:05 pm

    The site sounds interesting, but I would definitely have to see what kind of products are being sent out before I decide to subscribe. I would feel pretty terrible if I spent $30 on a shirt I didn’t like when I could’ve used that money on another online shopping site to buy something I did want.

  5. 5
    April 11th, 2011 at 11:02 pm

    I agree with Elizabeth M!!! I cannot afford to spend thirty bucks a month for a shirt that I’m not sure will even flatter me or that I would even wear it. I wish that you could sign up and when you find an item you love, spend the $30 on it. Personally, I adore going to a store and seeing how they have designed the store displays and see everything new they offer (and run into great deals sometimes) it seems a bit dull to only get a few selections that someone picked out for you. I’m sure I could buy a cute top I love for $30 rather than rent one that I’m not quite 100% about. Does anyone know what happens if it gets a stain?

  6. 6
    April 12th, 2011 at 1:18 am

    Danielle: When you spend the $30 for the item you’re actually buying it to keep– there’s no renting!

    Also, I think how StyleMint works is that they give you choices/suggestions of what shirts they think you would like, but you’re not obligated to buy anything unless you want to. And if you don’t like any of the shirts the site picked, you can request to view different items.

    Hope that clears up any confusion!

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