The Row, the Olsen twins' luxury brand worn by Jonah Hill and Zoe Kravitz Recent photos posted by celebrities suggest a comeback of the brand after a difficult year

The Row is a brand that has acquired cult status in America in its fifteen years of life. To describe its entire aesthetic, perhaps just the anecdote that Barneys New York fashion director Marina Larroudé told The Cut last month: a wealthy customer once walked into the store and bought 30 brand turtlenecks for $30,000 for the simple reason that she wanted to have an escort that would last decades to come. Larroudè told the magazine: «If you’re a super-wealthy woman in New York? The way we go to Uniqlo — they go to The Row». A comparison that perfectly explains the charm of a brand that has quietly created an almost invincible formula of extreme opulence and absolute minimalism: cashmere and lace-up sweaters for men sold for 1400€, alligator leather clutch of 8000€, titanium sunglasses of 500€.

Jonah Hill has become a style icon in recent years and, like many style icons, after a more colorful and showy period, he began courting the world of minimalism since about three years. The fact that Hill and Zoe Kravitz have worn and tagged the brand in surprise, in two home photos, followed by Kendall Jenner, and with a mysterious caption that suggests that they will be the new faces of the brand or that they will have some form of relationship with it indicates that, fifteen years after its foundation, the brand is ready to exit the ivory tower of the very high New York society and start , according to its own terms, a dialogue with the rest of the fashion world: a will expressed through an opening, at least theoretical, to the concept of discounts, previously abhorred, and the recent opening of its e-commerce – to the lacking of which WWD attributed some of the financial problems of the brand. Hill's presence also suggests a stronger revival of The Row's men's line, which was born three years ago but had less luck than the women's line. After all, now the brand can also afford to produce campaigns and expose itself more to the world (even commercially) without compromising its reputation for severity and extreme discretion. To quote the words said by Dani Michelle, Kendall Jenner's stylist, to Vogue in an article published yesterday:

«The Row is a club that has it all in one place, if they choose to let you in. In a time of funky, street, and vintage, it’s refreshing to be timeless, sophisticated, and minimal».