Ashley and Mary-Kate Olsen defy digital excess with a plea for ‘no photos, please’ at Paris Fashion Week, redefining luxury through timeless style

In the heart of Paris Fashion Week, the enigmatic Olsen sisters, Ashley and Mary-Kate, orchestrated a fashion spectacle that defied the era’s digital excesses. The Row’s Fall 2024 Ready-to-Wear Collection took centre stage at the opulent Rue de Capucines, Paris, adorned with a captivating Rococo interior complemented by modern art room screens reminiscent of a Fondazione Prada exhibition.

Contrary to the media frenzy, the Olsens made a bold move, politely urging attendees with a simple request: “No photos, please.” In a world saturated with social media glitz, this plea hinted at a radical redefinition of luxury – a celebration of the tangible allure of presence over the omnipresent digital documentation.

As the fashion cognoscenti settled into their seats, iPhones remained untouched, as if temporarily forgotten in favour of an analogue experience. The absence of the usual photo-taking frenzy allowed attendees to immerse themselves in the moment, armed only with a traditional notebook and pencil, evoking a bygone era when thoughts were recorded on paper.

The Row, known for its stealth-wealth aesthetic, decided to pull away from the circus of celebrity endorsements and social media storms that have come to define modern fashion shows. The brand, dealing in uber-luxury fashion, shoes, and the coveted Margaux bags, stood at a juncture where it craved no external validation, an anomaly in an industry fueled by itinerant publicity.

Five days later, when the official photos emerged, The Row’s control over its image was palpable. Elevated and carefully curated, the images unveiled a collection that radiated historicism, featuring feminine, sculptural volumes with eclectic details like beaded toque hats and giant gold disc earrings.

Notably absent from the fashion crowd’s usual distraction, the audience savoured the subtleties of the collection. From ladylike swing trenches to chartreuse cape coats and mannish black double-breasted overcoats, each piece exuded a timeless elegance. The absence of digital lenses allowed for a deeper appreciation of the draped black plissé dress and the delicate threads hanging from a black boucle gown.

The fashion world, awakening to The Row’s appeal, witnessed Hollywood’s embrace of the label at prestigious events like the SAG Awards and the Critics’ Choice Awards. Celebrities like Greta Lee and Ayo Edebiri chose The Row not as a transaction but as an exclusive and special expression of their style.

As a parting gift, the Olsens bestowed upon their guests a box of Proustian madeleines, a symbolic gesture urging everyone to savor the fleeting moments that transcended the digital ephemeral. In a world obsessed with sharing instantly, The Row’s Fall 2024 show whispered a timeless truth – true luxury lies in being present, not just seen.