We hear a lot of brands and groups talking about empowering women. Most of them use this message just to tick the box of corporate social responsibility or to get the visibility of the day on the media, then they are more costume makers representing women in the collections and brand image as unlikely no-gender human beings. "Feel good" Brands do fortunately exist and thrive. They are for cultivated women who don't follow trends but create their own indisputable style made of taste and modern feel. The Row, founded by the Olsen sister in 2006, has a concept behind as Cathy Horyn wrote on NYT in 2009  "beautiful but practical clothes whose fit and luxurious texture had private meaning to the people who wore them." “To enter the designer apparel arena and build something, that’s significant,” said in 2009 Jim Gold, the chief executive of Bergdorf Goodman, which carries the Olsens’ label. “I think the way to think about The Row is that it offers the perfect blank — the perfect schoolboy blazer, the perfect leather leggings, the perfect peacoat. So many designers are intent on the next great trend that some of the basics are neglected.” That's it.  There will always be a market for women willing to find feminine, empowering clothes and accessories

by Susanna Nicoletti
Chief Marketing Officer/ Communications Director/
Digital Director/Advisor/Fashion,Luxury,Design