The Strict Rules Attendees Have to Follow at Mary-Kate and Ashley Olsen's The Row Fashion Shows

The Row just hosted a Spring 2025 show in Paris — but don’t expect to see much!

Those who follow the minimalist, cool-girl label, founded by Mary-Kate and Ashley Olsen in 2006, know it’s known for maintaining a level of secrecy around its shows, as well as a strict set of rules that attendees – including celebrities – must adhere to. .

Largest? No phones and no social media.

The New York Times fashion director Vanessa Friedman, who attended the brand’s Winter 2024 presentation in February, wrote on X: “We kindly ask that you refrain from filming or sharing any content during your experience,” seemingly quoting her call at the time.

A blackout during Fashion Week is a rarity, but The Row, which has become synonymous with an aesthetic of hidden wealth, has maintained an air of exclusivity and inscrutability thanks to its no-phones digital detox policy.

Mary-Kate and Ashley Olsen. Feud turns dark for Paris Fashion Week: Everything we know about Mary-Kate and Ashley Olsen’s phone-free show

On September 25, the brand presented its Spring 2025 collection at Paris Fashion Week. The guests were Kendall Jenner, Rosie Huntington-Whiteley and Vogue editor-in-chief Anna Wintour, all of whom, of course, had to abide by The Row’s rules of etiquette.

Find out more details about the guidelines and what happened at the latest label launch here.

No phones and no social media

As mentioned before, the Olsen sisters don’t like phones or social media at their shows.

“Once again, The Row asks that guests at his show tomorrow refrain from taking/sharing pictures and content on social media (which drove non-attendees nuts last year, but I thought it was really chic!” he wrote The Washington PostRachel Tashjian Wise at X before leaving for the show on September 25th.

However, some guests will snap and share photos of the two events at the event, whether it’s the cocktail party or the models walking the runway.

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Document everything in a notebook

The label offers notebooks where guests can jot down their thoughts and observations the old-fashioned way.

This season, attendees were gifted ivory Midori notebooks and luxury matte black Blackwing pens (a box of 12 goes for $30), all neatly placed at their seats with printed name cards.

Beka Gvishiani of the popular Instagram account StyleNotCom posted a photo of her accessories on Instagram, as did Tashjian Wise. Gvishiani also informed his followers after the show, revealing that the cameras were “banned” with his entire written in the moment.

Watch Inside Mary-Kate and Ashley Olsen’s Paris Fashion Week Show for The Row (There Were Snacks!)

Snacking is encouraged

It’s not technically a rule, but the Olsens always extend hospitality to their visitors.

In recent years, The Row has offered light snacks and drinks at its shows, which is not a common practice among other labels, but is likely to be appreciated by anyone who hops from show to show.

For their show in March 2023, they offered chocolate chips and pears, as well as water, coffee, Japanese tea and smoothies, and were swooned over by handsome models dressed in white T-shirts and black pants.

Brown paper bags seemingly full of light snacks are served at The Row fashion show on September 25, 2024.

Anders Christian Madsen/Instagram

The same assortment of drinks was served in February, but the food has changed a bit, and the menu includes madeleines, bread and butter.

This time the snacks were apparently prepared and distributed in small brown paper bags. Anders Christian Madsen shared a photo of the wrapped sweets, again handed out by models in modest uniforms, on his Instagram stories. StyleNotCom later confirmed that the chic packages included a “small lunch” of croissants, madeleines and an unrecognizable “small round sweet ball”.

Hot drinks were also poured and served in hand-sized paper cups bearing the address of the new The Row store in Paris, the fifth in total.

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Source: HIS Education