Mary-Kate and Ashley Olsen Launching StyleMint Fashion SiteApr 10th, 2011 | By Mari Smith | Category: Lifestyle
Fashion figures Mary-Kate and Ashley Olsen are teaming up with MySpace cofounder Josh Berman to launch StyleMint, a personalized shopping website. Like a book-of-the-month club, the site will offer monthly merchandise designed by the Olsens, with recommendations customized to meet members’ individual style profiles.
Berman and Diego Berdakin’s social commerce company BeachMint previously created a similar enterprise specializing in jewelry, JewelMint.com, in partnership with Kate Bosworth and her stylist, Cher Coulter. Upon registration, JewelMint members take a short quiz to fill out their style profile. Their answers determine which recommendations they receive each month. Members receive offers at an exclusive $29.99 price for each item, with free shipping. Monthly billing begins following purchase of an initial item, with the option of skipping months and a simple return policy. StyleMint.com is expected to follow a similar model, opening with a line of women’s t-shirts retailing for $29.99 each.
The Olsen twins first attracted public attention acting on the TV sit-com Full House in the late 1980s. Since then they have built their reputation in the fashion industry, with lines of clothes, fragrances, fashion dolls, and related merchandising. In 2007 Forbes ranked them collectively as the 11th-richest women in entertainment, with an estimated net worth of $100 million.
Mary-Kate has popularized a “homeless” look characterized by large sunglasses, loose sweaters, flowing skirts, and boots. The style is known as “ashcan,” “Boho-chic,” or “bohemian-bourgeois.” It is also associated with Kate Moss and Sienna Miller in Britain and Nicole Richie in the United States.
StyleMint.com will launch in July with an initial line of $29.99 women’s t-shirts, available in eight styles with a variety of colors and stripes. An early-bird mailing list is now open at http://launch.stylemint.com/.