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Twin Peaks

The Row defined the pandemic-adjacent era of TikTok- and ‘Succession’-fueled “quiet luxury.” Now, with the trend moving on and a wholesale strategy that’s reliant on beleaguered department stores, the Olsens are facing their next challenge.

Mary-Kate Olsen and Ashley Olsen
A confluence of factors transformed The Row into the hottest fashion brand of the pandemic: The Olsens’ obsession with refining and modernizing simple concepts—the Teva sandal, the banana-shaped bag, mid-rise jeans—offered consumers a reason to spend at a time when there wasn’t competition. Photo: Sansho Scott/BFA.com
Lauren Sherman
May 12, 2025

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Last week, LVMH North America C.E.O. Anish Melwani made an off-hand comment at Milken, the very private equity-friendly conference in Los Angeles, about his distaste for the term “quiet luxury”—a phrase that I find deeply unsophisticated and a little pathetic. The descriptor was “pretty annoying,” Melwani confessed, before expressing hope that the moment, instigated by TikTok and Succession, had passed through the culture.