The Row, Spring 2016 Ready-to-Wear
Photo: Courtesy of The Row
Editor’s Note: To celebrate Vogue Runway’s 10th anniversary, our writers are paying tribute to the most memorable Spring 2016 shows. Today’s focus: The Row’s debut in Paris.
In September 2015, Mary-Kate and Ashley Olsen brought their American brand—named after London’s famous Savile Row—to France for the first time. While some editors, including Vogue Runway’s Sarah Mower, got a preview in Paris, the actual show and dinner took place away from the city at the 17th-century Château de Courances. Models walked along gravel paths winding through baroque-style boxwood gardens originally designed by Achille Duchêne, while guests watched from white metal garden chairs, sipping red wine.
The weather was perfect—clear blue skies and bright sun. The Olsens contributed their own version of clouds with the first and last looks: the first, an angelic, draped opaque gown; the last, a delicate, sheer Grecian-style dress with fine pleats that revealed a white bra and high-waisted underwear. For a brand known for its restraint, this collection felt daring—midriffs were exposed through one-shouldered crochet tops, and shirts and jackets were worn open over bras.
The overall mood was summery, and the color palette was classic Olsen: black, white, gray, navy, and khaki. A mustard yellow coatdress, a gold-beaded mesh top, and—most surprisingly—a coat in vintage-inspired floral jacquard added subtle energy. The jacquard coat, in particular, seemed to belong in the château’s ornate rooms. The photography style was also signature: models were captured in motion, with some shots appearing candid.
This show was a one-time event; the Olsens didn’t begin showing regularly in Paris until Spring 2023. Still, it signaled their ambitions. The collection’s refined taste demonstrated that an American luxury brand isn’t a contradiction—yet this was achieved indirectly. By holding the show far from Paris and other designers’ schedules, the Olsens highlighted their unique position as both insiders and outsiders. Their influence, often called “The Rowification of fashion,” reflects a strategy built on subtle power and quiet confidence.
The Row, Spring 2016 Ready-to-Wear
Photo: Courtesy of The Row
Frequently Asked Questions
Of course Here is a list of FAQs about Soft Power and Quiet Luxury framed around The Rows Spring 2016 Paris debut
General Beginner Questions
Q What is quiet luxury
A Its a style that focuses on exceptional quality perfect fit and timeless design over obvious logos and trendy pieces Its about looking elegant and sophisticated without shouting for attention
Q And what is soft power in fashion
A Its the idea of using subtle influence and refined taste to command respect and set trends rather than using loud or aggressive marketing A brands power comes from its perceived taste level and exclusivity
Q Why was The Rows 2016 Paris show such a big deal
A It was the brands firstever runway show and they chose one of the most prestigious fashion capitals to do it It cemented their status as a serious highend player in the world of luxury fashion moving beyond just being a celebrityfounded brand
Q Who are the founders of The Row
A It was founded by MaryKate and Ashley Olsen in 2006
Q Can you give me an example of a quiet luxury piece from that show
A Absolutely Think of a perfectly tailored doublefaced wool coat in a neutral color like beige black or grey with no visible brandingjust impeccable construction
Advanced Strategic Questions
Q How did The Rows show demonstrate soft power specifically
A By choosing a minimalist almost austere presentation in Paris they didnt try to compete with the spectacle of other shows Their power was in their confidence and restraint forcing the industry to pay attention to the clothes quality alone
Q What are the benefits of adopting a quiet luxury aesthetic for a consumer
A It often leads to a more curated sustainable wardrobe of pieces that last for years It projects an image of confidence maturity and discerning taste You invest in fewer better things
Q Whats a common problem or misconception about quiet luxury