Before you roll your eyes,  we wouldn’t be too quick to judge – Ashley Olsen claims that it’s not about the celebrity status or the limelight. Ashley Olsen says the twins have tried to “downplay their status” from the start of critically lauded label, the Row.{the Cut}

It goes without saying that this isn’t the norm from a celebrity, but it seems authentic. Even though the furniture will probably fall into the category of too-trendy-for-your-wallet, the focus on design and undeniable brand strategies that have won a loyal following from an audience well outside of the Olsen twins’ demographic give us hope for the product.

What exactly would the offerings look like? Well, it’s pure concept at this point, but perhaps their (never lived in) penthouse gives a few indications. Their 6,000 square foot Manhattan apartment (pictured above) features lots of modern furniture and decor with clean lines and fluid shapes. And if you want to grab the apartment that comes with the furniture, it’s down from its original $12 million listing to the bargain price of $8.5 million.

The transition to a “lifestyle brand” comes on the heels of a recently announced premium denim line for Elizabeth and James, and the lower priced Olsenboye line that has featured collaborations with Steve Madden. They still have a few years to go, but we wouldn’t be surprised to see the Olsens at the helm of a style empire in the same category as brands like Ralph Lauren and Armani in a decade or two.

We like the idea of a mix of lifestyle elements (in case you couldn’t tell), and looking at the mega-brands in fashion that mix has been a key part of growth. Good thinking, Mary-Kate and Ashley.

Fewer than two weeks after the introduction of their new line of eyewear, Mary-Kate and Ashley have announced plans to release a new line of sportswear and accessories for juniors in collaboration with department store JCPenney.

Now that they have grown up a bit and had more experience with designing for The Row and Elisabeth and James, we hope this collection is a much bigger success than the girls’ previous mass-market attempt at Walmart.

We expect pieces with an urban hipster vibe (cue skinny stripes, drainpipes, and drapey crop tops) that will seriously ramp up JCPenney’s appeal.  Look for a limited launch on Nov. 6, with the official launch being Spring 2010.

Read the full story {Shop Talk via Reuters}