The Strict Rules Attendees Have to Follow at Mary-Kate and Ashley Olsen’s The Row Fashion Shows

The Row just hosted is Spring 2025 show in Paris — but don’t expect to see much of it! 

Those who follow the minimalist, cool girl label, founded by Mary-Kate and Ashley Olsen in 2006, know that it’s famous for maintaining a level of secrecy around its shows as well as a strict set of rules that attendees — celebrities included — must follow. 

The biggest? No phones and no social media. 

New York Times fashion director Vanessa Friedman, who attended the label’s winter 2024 presentation in February, wrote on X: “We kindly ask that you refrain from capturing or sharing any content during your experience,” seemingly quoting her invitation at the time.

Going dark during Fashion Week is rare, but The Row, which has become synonymous with the stealth wealth aesthetic, has maintained an air of the exclusivity and elusiveness thanks to their no-phone, digital detox policy.

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

Here, get more details on the guidelines and what went down at the label’s latest presentation.

No Phones and No Social Media

As mentioned before, the Olsen sisters don’t love phones or social media at their shows.

“Once again, The Row is requesting that guests at its show tomorrow refrain from capturing/sharing images and content on social media (which drove non-attendees nuts last year but I thought was really chic!” wrote the Washington Post‘s Rachel Tashjian Wise on X before attending the Sept. 25 show.

However some guests will snaps and share a photo of two of the goings-ons at the event, whether it be the cocktail portion or the models walking down the runway.

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Document Everything in a Notebook

The label provides notebooks in which guests can write down their thoughts and observations the old-school way.

This season, attendants were gifted ivory-colored Midori notebooks and luxurious matte black Blackwing pencils (a case of 12 goes for $30), all of which were neatly placed on their seats with scripted name cards.

Beka Gvishiani of popular Instagram account StyleNotCom posted a photo to Instagram of his accessories as did Tashjian Wise.

Snacking Is Encouraged

This technically isn’t a rule, but the Olsens always extend their hospitality to their showgoers.

In recent years, The Row has provided light bights and beverages at their presentations, which isn’t common practice among other labels but is likely appreciated by everyone bopping from show to show.

For their show in March 2023, they offered chocolate chunks and pears, as well as water, coffee, Japanese tea and smoothies, passed out by handsome models dressed in white T-shirts and black slacks.

The same assortment of beverages was served in February, but the food changed slightly with madeleines, bread and butter on the menu.

This time around, the nibbles were seemingly prepared and handed out in small brown paper bags. Vogue’s Anders Christian Madsen shared a photo of the wrapped goodies, which were distributed again by model-ish men in understated uniforms, to his Instagram Stories.

Hot drinks were also poured and served into hand-sized paper cups with the address of The Row’s new store in Paris, it’s fifth overall.

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