The Olsen twins aka Mary Kate & Ashley have a new gig – U.S. creative directors of Italian tennis shoe brand Superga.
Considered the must-have comfy footwear in Italy, Superga sneakers are found on the feet of chic hipsters worldwide. The cult brand has upped its fashion cred considerably with the addition of MKA to the team.
Back in March Alexa Chung was unveiled as the face of its latest collection, propelling Superga onto the must-havelist of her army of fashion followers. Also a favorite of Sienna Miller, Katie Holmes and Liv Tyler, the canvas trainers have been enjoying their moment in the sun, giving Converse a run for its money this summer.
The Olson duo was tapped by Steve Madden, owner of the U.S. Superga rights and collaborator on the Elizabeth and James line of shoes. According to WWD the 25-year-old twins will not only push the shoes into some of the most exclusive stores around, but will design and launch a line to be co-branded with their high-end fashion house, The Row.
Ashley Olsen told WWD: ‘We were at a meeting with Steve and we were wearing Supergas – two years later it kind of fell into our lap.
The Olson’s work on the tennis shoe label comes after their recent collaboration with another casual footwear label, Toms, which sees cashmere, herringbone and tartan versions of the Argentinian wardrobe staple.
Both brands are utility shoes, designed with function over form in mind. It’s clear, though, that the Olsens have grand plans in mind for the humble trainers.
Get ready for these shoes to blow up (and increase in price as well).