Mary-Kate and Ashley Olsen are expanding their fashion reach.

The sisters, entertainers and marketers almost since their infancy who last week became members of the Council of Fashion Designers of America, have signed a deal with J.C. Penney Co. Inc. to launch Olsenboye, a junior brand that will be exclusive to the chain.

The collection will have a major rollout, set for 600 Penney’s stores in February. But the company aims to generate curiosity among teens well before the launch with what amounts to a new marketing approach for the retailer built around previews, limited offerings and digital, guerrilla and viral marketing tactics.

The effort kicks off Monday with an Olsenboye truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds. Beginning Nov. 6, Olsenboye will be available on jcp.com and in those 50 stores, including the Manhattan flagship, for a limited time. MORE

Check out a few of their designs below! What do you think?

Bauer Griffin

She looks beautiful!

Former Full House star John Stamos is putting together an all-star cast to take the hit U.S. family sitcom to the big screen in a new feature film.

Stamos rose to fame as ‘Uncle’ Jesse Katsopolis in the series, which ran from 1987 to 1995 and starred twin media moguls Mary-Kate and Ashley Olsen and actors Bob Saget, Dave Coulier, Jodie Sweetin, and Candace Cameron Bure.

He tells the New York Daily News, “I’m working on a movie idea, but it wouldn’t be us playing us. I’m not 100 per cent sure, but it would probably take place in the first few years. I see Steve Carell as (Bob Saget’s character) Danny Tanner and Tracy Morgan as (Dave Coulier’s character) Joey Gladstone because he’s funny.”

But the actor has dashed hopes of fans desperate to see the original cast reunited on the small screen. He adds, “I don’t see it happening anytime soon. We’re all very close. I saw Ashley a couple weeks ago. Bob and Dave I see a lot.”

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I’m so excited to see this movie! I’m seeing it on Saturday (which is also my birthday!).  Let’s not talk about how old I’ll be.  We’ll call it 25 and be good.

Pictured: Bradley Cooper, Ashley Olsen, Justin Bartha (Ashley Olsen’s bf & star of the movie),  Jason Bateman & wife, Kristen Bell, Zach Efron (get a haircut already!), Heather  Graham, Danny Masterson, Eva Mendes, Mary Kate Olsen, Audrina Patridge, Jeremy Piven, Jamie Lynn Sigler & bf, Kate Walsh and Kendra Wilkinson!

At the ripe age of 22 Ashley Olsen has claimed that she’s retiring from acting to concentrate solely on the fashion industry.

She tells VMAN magazine “I’ve been transitioning from acting as a kid to doing something that I’m choosing for myself — to be part of the fashion industry.  That’s what I want for my future. It has nothing to do with my past, nothing to do with anyone else’s agenda. And I followed my heart the whole way.”

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Ashley runs two labels, The Row and Elizabeth and James, with her sister as a rather silent partner.  Ashley says that Mary-Kate wants to continue focusing on acting, so she leaves the daily business and details to Ashley.  Well, Ashley certainly has an eye for fashion, that’s for sure.

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photo:  Bauer-Griffin

Ashley Olsen stripped down to strike a few moody poses for the upcoming Summer issue of V MAN, which hits newsstands this Thursday. She chatted with Marc Jacobs about her forthcoming men’s collection for The Row, and the two designers also touched on her work ethic and the differences between her and Mary-Kate.

On doing a “celebrity line”:

“The way I look at it, I had a career as a child. I had a career in an industry in which the media kind of. . . they’re obsessed with the young girl thing. But when I turned 18, I moved to New York, and I haven’t really done anything to be a celebrity. I’ve been transitioning from acting as a kid to doing something that I’m choosing for myself — to be a part of the fashion industry. . . the outside perception is very different because you do have celebrity brands, people like Jessica Simpson and Kimora Lee Simmons, and those are celebrity brands because they have their names on them.”

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On working with Mary-Kate:

“The Row is really something that I’m doing while my sister still wants to focus on acting. She’s my partner in The Row, but she trusts me with the every day. I mean, I see her like ten times a day.”

On being different from her twin sister:

“When I was 14, 15, 16, 17, it was harder because the two of us were still very similar. We had to work through what’s special about us, and then the media had to work through it. . . I’ve never been one to engage the media to say that I’m different. I actually did the opposite and I totally went internal. I was like, “See y’all!” I want to be behind the scenes, and I don’t want people to know anything about my personal life. I have a job, I take it very seriously, and I work really hard.”

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