PHOTO COURTESY OF THE ROW
The Row’s new Marcel takes the spotlight this season, appearing quietly yet decisively in the brand’s winter 2025 campaign. The imagery shows it nestled in an unpolished, raw box. This presentation feels rather like an archival discovery, and signals a shift in how the brand frames its creations.
What began in 2006 as Mary-Kate and Ashley Olsen’s quest for the perfect white tee has since evolved into a fashion house renowned for minimalist ready-to-wear and almost logo-less leather bags. For years, The Row operated with tenacious independence. But in late 2024, the Wertheimer family, current owners of Chanel, and Françoise Bettencourt Meyers, heiress to L’Oréal, acquired minority stakes.
The move not only affirms the Olsens’ vision, but also values the brand at around 1 billion USD. This evolution also extends to its visual language. Where the brand once relied on sterile packshot images and straightforward look books, it now leans more into curated campaign storytelling. The winter 2025 release, with the Marcel as its focal point, marks this shift with clear intent.
The bag itself presents the spirit of The Row in physical form. Crafted in relaxed, textured calfskin, the east-west carryall features slouchy contours, an overlap construction and a subtly concealed top zipper. Measuring 32 cm by 21.5 cm and complete with thin, flat handles, it offers ample space for daily essentials, a book and even a rolled-up cardigan.
While staying true to the brand’s DNA of impeccable leatherwork, little-to-no branding and pragmatic practicality, the Marcel bag still offers newness through its construction and silhouette. Retailing at USD2300, the elevated everyday style is available online from The Row, with direct shipping to Singapore.
