Entrepreneurial twins, Mary-Kate and Ashley Olsen, who already have two fashion collections, The Row and Elizabeth & James, teamed up with JCPenney to create a juniors collection called Olsenboye.
"Our Juniors customers have grown up with Mary-Kate and Ashley and look to them not only as authentic designers, but also as style icons," Liz Sweney, executive vice president and general merchandise manager of women's apparel at JCPenney, said in a release.
"The launch of Olsenboye brings aspiration and sophistication to our juniors department."
Olsenboye will consist of casual sportswear and accessories, retailing for between $20 and $50. And while the collection is slated to officially launch for Spring 2010, starting Nov. 6, a select 50 stores will receive an advanced offering.
The collection takes its inspiration from teen trends around the world and each collection will highlight a different city. Authentic globetrotter details, like travel trunks, passport stamps and luggage stickers will appear throughout the brand's marketing, labeling and in-store displays.
The brand will be promoted through viral and guerrilla marketing campaigns starting today with a customized truck, called the "Olsenboye Treat Truck," which is slated to cruise the streets of New York City, with initial stops scheduled for Union Square and Herald Square.
At the "Treat Truck," consumers can preview the collection and pick-up Olsenboye paraphernalia including pins, balloons, bracelets and even cupcakes. More information on the "Treat Truck's" appearances can be found at Olsenboye.com.
We get the feeling it's a Mary-Kate and Ashley Olsen world and we're all just willing participants.
Want more Olsen? Find out what Ashley Olsen thinks about the future of fashion.