The strict rules that attendees of Mary-Kate and Ashley Olsen’s fashion shows must follow at The Row

The sisters’ clothing brand is known for its set of rules that all guests, including celebrities, must follow.

The Row recently held its spring 2025 show in Paris — but don’t expect too much!

Those who follow the minimalist, fashion-forward girl brand, founded in 2006 by Mary-Kate and Ashley Olsen, know that it’s known for maintaining a certain secrecy around its shows, as well as a strict set of rules that attendees — including celebrities — must adhere to.

The biggest? No phones and no social media.

New York Times Fashion director Vanessa Friedman, who attended the presentation of the brand’s winter 2024 collection in February, wrote on X: “We kindly ask that you refrain from recording or sharing any content during your visit,” apparently quoting her invitation at the time.

It’s rare for fashion week to go dark, but The Row, which has become synonymous with an aesthetic of hidden opulence, has maintained an aura of exclusivity and elusiveness thanks to a digital detox and phone-free policy.

Related: The Row Goes Dark at Paris Fashion Week: Everything We Know About Mary-Kate and Ashley Olsen’s Phone-Free Show

On September 25, the brand presented its spring 2025 collection at Paris Fashion Week. Guests included Kendall Jenner, Rosie Huntington-Whiteley and Fashion editor-in-chief Anna Wintour, who of course had to adhere to the rules of etiquette in force at The Row.

Here are more details about the guidelines and what happened at the label’s last presentation.

No phones or social media

As mentioned, the Olsen sisters are not keen on phones and social media during their concerts.

“The Row is once again asking that attendees of tomorrow’s show refrain from taking photos and sharing on social media (which was maddening to those who didn’t attend last year, but I thought was really chic!)” he wrote Washington PostRachel Tashjian Wise of Program X before her performance on September 25th.

Some guests will, however, take photos and share them with others, showing both parts of the party, be it the cocktail party or the models walking down the runway.

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Document everything in a notebook

The brand provides notebooks where guests can write down their thoughts and observations in a traditional way.

This season, attendees received ivory Midori notebooks and luxurious matte black Blackwing pencils (a pack of 12 costs $30), which were neatly arranged on their seats along with business cards.

Beka Gvishiani, owner of the popular Instagram account StyleNotCom, posted a photo of his accessories on Instagram, as did Tashjian Wise.

Related: Watch Mary-Kate and Ashley Olsen’s Paris Fashion Week Fashion Show at The Row (There Were Snacks!)

Snacking is recommended

Technically, this isn’t a rule, but the Olsen brothers always show their hospitality to their viewers.

In recent years, The Row has provided light sparklers and refreshments during their shows, which is not a common practice among other labels, but is likely appreciated by all who attend the shows.

During their March 2023 show, they offered chocolate and pear pieces, as well as water, coffee, Japanese tea and milkshakes, handed out by handsome models dressed in white T-shirts and black pants.

In February the same selection of drinks was served, but the food had changed slightly – the menu now included madeleines, bread and butter.

This time the snacks were prepared and distributed in small brown paper bags. Fashion’Anders Christian Madsen shared a photo of the wrapped treats on his Instagram Stories, which were again handed out by men looking like models and dressed in modest uniforms.

Hot drinks were also served in palm-sized paper cups bearing the address of The Row’s new store in Paris, the fifth in the ranking.

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