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Mary-Kate and Ashley Olsen Launch Juniors Line For JCPenney

Mary-Kate and Ashley Olsen Launch Olsenboye For JCPenney

On to the next. The rumors are true: Mary-Kate and Ashley Olsen are launching a juniors line for JCPenney. Olsenboye makes total sense: the sisters began their retailer endeavors in the junior market — it's not to be forgotten.

The line will debut in 600 stores in February, but an innovative marketing campaign will kick off today for three days via an Olsenboye “treat truck” cruising around NYC selling clothes and giving out cupcakes, balloons and pins. The Olsen’s will be making a surprise appearance on one of the three days. As well, empty racks in 50 high-profile stores will be covered in Olsenboye samplings. Come Nov. 6, Olsenboye will be sold on and in those 50 stores, including the Manhattan flagship, for a limited time. Updates and a teaser video can be viewed on

The retail prices will range $20 to $50 for casual sportswear and accessories that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. Super cool: it will dabble in travel-inspired mini collections, each reflecting the looks and trends of different cities.


What does Ashley say about the news: “Mary-Kate and I watch current trends and see our partnership with JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate. Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.”

To see a couple more looks from Olsenboye, the sisters in NYC today, and the Olsebboye van,






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smiley13tree smiley13tree 7 years
Wow I hope it's as good as the Elizabeth and James line.
emalove emalove 7 years
tellmemorex2 tellmemorex2 7 years
I've never shopped at JCPenney but I like these two..& this cupcake truck. Is that going to be in NYC?
retailslore retailslore 7 years
I'm totally into it! Charlotte Ronson's stuff is super cute for JCPenney too! I brought two awesome dresses this summer for under $20 and no one believes me when I tell them I got them from JCP. If MK and A's line looks anything like Elizabeth James I'm SO there!
PhillyEagles1 PhillyEagles1 7 years
The line is a JUNIORS line. It is meant for the Hannah Montana kids. Not 20, 30 y.o. as far as I can tell. I think it will be cute for that demo.
kgibbs kgibbs 7 years
Snoozeville... I don't see any new trends in this collection. It look very old and boring, we've seen all this a million times before. Kinda sad too with great style icons like the Olsen's, they had a opportunity to make it great. I'll pass!
soapbox soapbox 7 years
There's just something off about that jacket...
fashionplate525 fashionplate525 7 years
Hahah spacekatgal, so true!
Ineedclarity Ineedclarity 7 years
How cool. I like their Elizabeth and James line, so I'm hoping that it will have some influence on this line.
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