The Strict Rules Attendees Have to Follow at Mary-Kate and Ashley Olsen's The Row Fashion Shows

Mar. 15, 2025

Rules that guests, including celebrities, must follow at The Row’s fashion show.Photo:Rachpoot/Bauer-Griffin/GC Images; Anders Christian Madsen/Instagram

Rachpoot/Bauer-Griffin/GC Images; Anders Christian Madsen/Instagram

The Row just hosted is Spring 2025 show in Paris — but don’t expect to see much of it!

The biggest? No phones and no social media.

New York Timesfashion director Vanessa Friedman, who attended thelabel’s winter 2024 presentation in February, wrote on X: “We kindly ask that you refrain from capturing or sharing any content during your experience,” seemingly quoting her invitation at the time.

Going dark during Fashion Week is rare, but The Row, which has become synonymous with the stealth wealth aesthetic, has maintained an air of the exclusivity and elusiveness thanks to their no-phone, digital detox policy.

Mary-Kate and Ashley Olsen.

On Sept. 25, the brand presented its spring 2025 collection at Paris Fashion Week. Guests includedKendall Jenner, Rosie Huntington-Whiteley andVogueeditor-in-chief Anna Wintour, who, of course, all had to adhere to The Row’s line of etiquette.

Here, get more details on the guidelines and what went down at the label’s latest presentation.

No Phones and No Social Media

As mentioned before, the Olsen sisters don’t love phones or social media at their shows.

“Once again, The Row is requesting that guests at its show tomorrow refrain from capturing/sharing images and content on social media (which drove non-attendees nuts last year but I thought was really chic!” wrote theWashington Post’s Rachel Tashjian Wise onXbefore attending the Sept. 25 show.

However some guests will snaps and share a photo of two of the goings-ons at the event, whether it be the cocktail portion or the modelswalking down the runway.

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Document Everything in a Notebook

The label provides notebooks in which guests can write down their thoughts and observations the old-school way.

This season, attendants were gifted ivory-colored Midori notebooks and luxurious matte black Blackwing pencils (a case of 12goes for $30), all of which were neatly placed on their seats with scripted name cards.

Beka Gvishiani of popular Instagram accountStyleNotComposted a photo to Instagram of his accessories as did Tashjian Wise. Gvishiani also updated his followers after the show, revealing that cameras were “banned” with his written-in-the-moment entires.

Snacking Is Encouraged

This technically isn’t a rule, but the Olsens always extend their hospitality to their showgoers.

Paper brown bags seemingly packed with light bites are served at The Row fashion show on Sept. 25, 2024.Anders Christian Madsen/Instagram

Anders Christian Madsen/Instagram

The same assortment of beverages was served in February, but the food changed slightly with madeleines, bread and butter on the menu.

Hot drinks were also poured and served into hand-sized paper cups with the address of The Row’s new store in Paris, it’s fifth overall.

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source: people.com