Last night commemorated the launch of the Olsen twins’ new line for JCPenney, Olsenboye. Pinched in a fashionable throng, guests mingled with the lionized celebrity duo in a quaint downtown brownstone beneath large screen projections of the collection’s commercials. Although the line is designed by the twins, the collection is less fashion forward than the girls’ notorious grunge boho chic style. Seemingly targeted at a younger age group of tweens and teens, the garments are flirty and fun, epitomizing the carefree fervor of adolescence and is in stores now. Check out the collection here and shop the brand online at J.C. Penney! See below for more pics and a few of our favorite items from the new affordably-priced line.

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Via our friends at The Budget Fashionista

What: Mary Kate and Ashley Olsen are certainly no dummies when it comes to making money off of fashion – but so far, they’ve catered to the high end. That’s all about to change, though. In February, the powerful pair will launch a juniors collection called “Olsenboye,” with price points ranging from $20 to $50. Teens and those small enough to fit into the clothes can look forward to skirts, denim, tops and bottoms, handbags, shoes…Olsenboye is a pretty comprehensive line. It will be available exclusively at JC Penney’s. However, you can get a sneak peak in early November when Olsenboye goes on sale at JCP.com and select JC Penney’s stores.

What They Say: “Mary-Kate and I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in the current retail climate,” said Ashley.

What We Say: This is clearly a clever move by the Olsens – we’re surprised it didn’t happen sooner – but we’re not sure how “unique” the outcome will really be. And of course, we wonder how much of the new line is actually “designed” by the Olsens.  If nothing, it won’t cost us more than $50 bucks to score some trendy pieces, and we are pretty sure teens will flock to JCPenny’s for these affordable finds.