Few people know it, but Design Week also features The Row

In the heart of Milan, in the midst of Design Week, the quiet luxury brand founded by twins Mary-Kate and Ashley Olsen, The Row, exclusively unveiled a new line. Not with a blinding light installation, small gifts handed out to passersby, or by covering the walls of Palazzo Belgioioso: after all, that's not its style. By now, anyone who's ever dabbled in the strange world of fashion knows that the brand likes to do things well and silently; at their shows, they ask attendees to turn off their phones, and even though their best-seller Margaux has become an it-bag, they’ve never heavily promoted it (on Instagram, the brand mostly posts artwork and architecture). Knowing that there's a brand at Fuorisalone that doesn't want to be noticed is surprising, but not when it comes to The Row. What intrigues about The Row’s presence at Milan Design Week is the reason: the launch of a new bedwear collection, the brand's first ever. Inside the Fashion Quadrilateral, a bare room hosted an intimate and minimalist presentation, where the only stars were fine fabrics and a few simple pieces of furniture.

The Row’s bedwear collection includes blankets, sheets, and bedroom sets. The colors are limited – beige, brown, and black – and the entire line is a stunning work of craftsmanship. The blankets are woven and hand-stitched in India, using the finest cashmere in the world, gathered from young goats that produce ultra-light wool. As often happens at their shows, the catering offered at The Row’s presentation matched the sophistication of their creations, with kumquats (Chinese mandarins), asparagus, and Parmesan flakes. The only elements accompanying the collection were some functional furniture pieces created by Maison Baguès and Julian Schnabel, such as beds, chairs, and racks, also minimalist. With this new debut, The Row officially enters the world of design, having already explored it peripherally in their stores with interior design that makes all fans of minimalist luxury drool.