Mary-Kate and Ashley Olsen Debut New Line At JC Penney

by TIFFANY ETESSAMI · March 4, 2010

J.C. Penney staged a runway show in Lincoln Center's Alice Tully Hall on Tuesday night. The megastore is trying to brand itself as a fashionable and affordable place to shop with new lines from Mary-Kate and Ashley Olsen, Charlotte Ronson and Cindy Crawford, among others.-

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Models strutted the runway in Olsenboye, the latest venture from Mary-Kate and Ashley Olsen. While it doesn't compare to the sleek and chic designs of The Row, the pieces are young, fun and wearable. Those Olsen girls are smart businesswomen - they now have a stake in almost every price market, from designer to contemporary (Elizabeth & James) to budget.

Cindy Crawford's home line and daffodils filled the venue, which gave the place a seasonal feeling, and she announced that she is developing a jewelry line called One Kiss for Penney. Also in attendance were Charlotte Ronson, Nicole Miller, Michele Bohbot and Marty Staff. They all have exclusive lines for the store.

With some of J.C. Penney's private labels passing the billion dollar mark in sales, and Ralph Lauren's American Living, which launched two years ago, on its way to that point, the company is extremely confident in these new lines. With fashion icons like the Olsens at the helm of these projects, they have a reason to be.

Alice Tully Hall was packed for the event. Other guests included Fashion Week fixture Melissa George, Georgina Sparks Michelle Trachtenberg, Dabney Mercer and Tinsley Mortimer, excitedly promoting High Society (less than a week away!)

Melissa George, Cindy Crawford

Michelle Trachtenberg, Charlotte Ronson

Tinsley Mortimer, Dabney Mercer, Nicole Miller

Michele Bohbot and Greidys Gil, Carlos Santos

Rosci Diaz, a look from the Olsenboye runway

[All photos by Steve Eichner for WWD]