For its launch, Google asked celebrities (including fashion plates Carey Mulligan and the Olsentwins), fashion bloggers and retailers to curate their own boutiques, which cull items from e-commerce sites all over the web.
Also, the Olsentwins refused to put their names on any of the branding, which has made The Row somewhat more acceptable for more snobbish fashionistas to embrace (though everyone knew that the twins were behind the brand anyway).