Fashion
October 1st, 2026
Author
Adelaide Guerisoli

The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros

The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros

The new collection by The Row, presented yesterday in Paris, was unveiled to the public with less delay than usual. In the past, the brand has not only confiscated attendees' phones at the show, but has also waited several days before sharing runway images. This time, it seems that the creative directing duo Ashley and Mary-Kate Olsen have softened their stance: they still took phones out of the hands of editors and influencers, but allowed the general public — those of us who, like you, wait in suspense for someone to secretly post a sneak peek on X or Instagram — to discover the collection just 24 hours later. What a gift. Perhaps the Olsen twins have begun to loosen their grip on the brand's hyper-hermetic communications in order to impress the jury of the Designer of the Year Award for which they have just been nominated. Either way, we are grateful and are thoroughly enjoying the styling of this SS27.

The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636050
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636049
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636048
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636047
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636046
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636045
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636044
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636043
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636042
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636041
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636040
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636039
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636038
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636037
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636036
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636035
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636034
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636033
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636032
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636031
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636030

The involvement of recognizable faces in the show's casting is another sign of how The Row, after a period of media seclusion, is slowly opening up to the public. The first look of SS27 was worn by top model Mona Tougaard, one of the busiest models of this past Fashion Month. The look consisted of oversized tailored trousers, as black as the slides over which they fell in soft folds, and a cotton (and most likely cashmere) tank top layered with small colorful beaded necklaces. Cinching the trousers, a ribbon with floral embroidery; in hand, a red leather clutch.

The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636029
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636028
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636027
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636026
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636025
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636024
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636023
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636022
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636021
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636020
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636019
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636018
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636017
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636016
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636015
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636014
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636013
The Row's SS27 is an etiquette guide of style advice But not too much of a shopping guide, considering that a t-shirt from the brand costs 1,500 euros | Image 636012

What followed were more simple looks, but with impeccable styling: colored silk trousers worn with a sheer top revealing a swimsuit as white as the top itself; an unbuttoned white shirt and low-rise jeans; a dark suit with a waistcoat and the same embroidered belt trick; a white lace scarf knotted and draped over the shoulders of a beige trench coat. In short, while The Row's offerings can hardly be called innovative in terms of design, one must acknowledge that the Olsen twins have a certain flair for dressing. More examples? The '90s-inspired suit, with cigarette trousers and a long blazer with a three-button closure below the bust, or the tops made of nothing but luxurious fabrics knotted together, worn with elegant cascading necklaces.

Judging by this SS27, it seems that the Marie Kondos of American fashion are ready to let a little color and exuberance into their ateliers. And while for the Maison's clients — accustomed to appreciating the restrained and refined aesthetic of recent collections — this show represents a burst of vitality ahead of the coming warm season (alongside the simpler looks, there was no shortage of tops entirely embroidered with raised cherubs and flowers, tops crafted using ancient weaving techniques, and dresses and skirts billowing with fringe), for those who must content themselves with drawing inspiration from The Row's collections, this show delivers one single, overarching piece of advice on how to dress well: buy less, style better.

What to read next