We’re starting to get the idea that there’s nothing the Olsen twins can’t do in the world of fashion. Because just a few short years after carefully establishing a really successful fashion empire, Mary-Kate and Ashley Olsen have announced they’re taking their show online. The twins announced today that they’re starting what is basically an Internet-based fashion of-the-month-club that will give its users a customizable shopping experience.
Mary-Kate and Ashley will help design and merchandise all of the clothing on StyleMint, their new venture with MySpace co-founder Josh Berman. (Berman’s web shopping company BeachMint has already had a lot of success with a similar jewelry website called JewelMint, where actress Kate Bosworth and her stylist Cher Coulter design baubles for $30 a piece.)
Most of StyleMint’s garments will sell for the same price, but WWD reports that neither site is your everyday online shopping experience. After registering, users are asked to take short style quizzes to determine what kinds of items they’d be most likely to buy. Then each month, based on their answers, users are pitched on a variety of selections. The idea is that with each purchase, the sites algorithm will get to know each user better, and will be able to offer up things they’d be likely to buy. It’s got a lot of elements of already successful Internet shopping sites (doesn’t this feel like the clothing equivalent to Birchbox?), but it’s different enough from sites like Gilt and Boutiques.com to come off as forward-thinking. And that’s why the twins say they’re in business with Berman.
“BeachMint understands how online shopping is evolving and the importance of creating an authentic relationship between designer and customer,” said Mary-Kate Olsen, who, with her sister, also founded and designs The Row, Elizabeth and James, Textile Elizabeth and James and Olsenboye. “With Stylemint.com, Ashley and I have created an online experience reflecting our love of style and allowing us to engage with our customers directly, which is an inspiring new way for us to think and create as designers.”
And it’s a new way for them to get in touch with shoppers they might not be reaching already. It’ll be a smart move, if people can actually sign up and buy. Would you?