Olsenboye is embracing bloggers.
And what's more, the young brand, operated by Mary-Kate and Ashley Olsen and sold exclusively at JCPenney, is letting them do the talking this holiday season.
Trop Rouge, Gala Darling, and Something Navy have been chosen by Olsenboye to appear in its holiday campaign, modeling the brand's looks as well as blogging on both their sites and the Olsenboye site to support the campaign.
The women behind the blogs – Christina Caradona, Gala Darling, and Arielle Noa – were chosen for their looks (they're awfully cute), their attitude, and their ability to style an outfit.
"It was nerve-racking," Noa tells StyleList. "I had to put together outfits and walk them through it and answer questions."
In Noa's case, it paid off in more ways than one. "My older sister [Danielle Nachmani] is a stylist who works with the Olsens, and she ended up being the stylist on the shoot," she shares.
The resulting video is something Noa is proud of. "I died when I saw this -- I was so happy," she says.
Gala Darling is also thrilled. "Shooting the holiday campaign for Olsenboye was a very new and exciting experience for me," she told StyleList. "I have always followed Mary-Kate and Ashley's evolution very closely -- they are are fascinating and inspiring women."
The holiday collection was inspired by New York, and consequently was shot at Manhattan's Chelsea Piers and in a loft apartment. The video is available in a straight version and shoppable version, seen below, that takes you directly to the JCPenney Web site when you click an item.
Check out a behind-the-scenes video here that's exclusive to StyleList.
In other news, check out the holiday offerings from Gap, Old Navy, and Club Monaco.