As the sisters have matured, they expressed greater interest in their fashion choices, with The New York Times declaring Mary-Kate a fashion icon for pioneering her signature (and now popular among celebrities and fans alike) "homeless" look.[14] The style, sometimes referred to by fashion journalists as "ashcan" or "bohemian-bourgeois",[15] is similar to the boho-chic style popularized in Britain by Kate Moss and Sienna Miller. The look consists of oversized sunglasses, boots, loose sweaters, and flowing skirts, with an aesthetic of mixing high-end and low-end pieces.[15] The twins were tapped as the faces of upscale fashion line Badgley Mischka in 2006.[16]
The Olsens had a clothing line for girls ages 4–14 in Wal-Mart stores across North America, as well as a beauty line called "Mary-Kate and Ashley: Real fashion for real girls". In 2004, they made news by signing a pledge to allow full maternity leave to all the workers that sew their line of clothing in Bangladesh. The National Labor Committee, which organized the pledge, praised the twins for their commitment to worker rights.[17]
The Olsens have also launched their own couture fashion label, The Row, named after Savile Row in London.[18] In 2007, they launched Elizabeth & James, a contemporary collection inspired by many of their unique vintage finds and pieces in their personal wardrobes. They have also released a women's clothing line for J.C. Penney, called Olsenboye, and a T-shirt line called "StyleMint".[19] In 2008, the sisters published the book Influence, a compilation of interviews with many of the most prominent people in the field of fashion. In August 2013, the twins launched a new fashion line in Oslo, Norway.[20] The Olsens were first named Womensewear Designer of the Year by the Council of Fashion Designers of America (CFDA) for The Row in 2012. They received the award again in 2015.[21][22] The CFDA also named the Olsens Accessories Designer of the Year in 2014 for their work with The Row.[23]