Shoppers Camp Overnight as The Row’s Sample Sale Hits NYC

UPDATE: The Row’s highly anticipated sample sale in New York City has drawn massive crowds, with many shoppers camping overnight to secure their spot. As of 8:40 AM on October 23, 2025, the line has grown rapidly, showcasing the enduring appeal of the luxury brand founded by Mary-Kate and Ashley Olsen.

Gigi Principe has been waiting for over nine hours, claiming the coveted No. 1 position in a line that many are calling “the Super Bowl of all sample sales.” She was hired as a line-sitter by Same Ole Line Dudes, where customers pay sitters approximately $25 per hour to wait in line. This service has surged in popularity, reflecting the lengths to which fans of The Row will go for a chance to shop its exclusive offerings.

The sale officially opened to the public at 10:00 AM on Wednesday, but those eager to grab discounted items were already lining up the night prior. With prices slashed by up to 75%, even items that once cost $6,000 are now within reach for those willing to wait. A personal shopper shared that she spent $1,619 for just three pairs of shoes and a coat, which would normally retail for nearly $6,500.

The atmosphere in line is a mix of anticipation and camaraderie, with sitters coordinating food runs and bathroom breaks. “They have a cult following,” one shopper remarked. “People really want quiet luxury.” This sentiment underscores the growing trend toward high-quality, understated fashion as opposed to flashy labels.

Despite a broader slowdown in the luxury sector, as noted in McKinsey’s latest report, the demand for The Row remains strong. Shoppers at the sale include international clients, some even hiring personal shoppers to navigate the offerings. The sale’s appeal lies in its exclusivity and the promise of finely crafted clothing—a hallmark of the “quiet luxury” trend.

As the lines grow longer and the doors prepare to open for more eager shoppers, analysts will be watching closely. The Row’s sample sale could signal a robust demand for luxury fashion as the economy continues to recover.

One shopper, who opted to remain anonymous, shared her experience of spending significant amounts on luxury items, stating, “A lot,” when asked about her total. Another, Betul Thena, expressed her loyalty to the brand, having attended previous sales as well.

As the event unfolds, social media platforms are flooded with videos of shoppers showcasing their high-value hauls, further amplifying the allure of The Row. The scene outside the sale encapsulates the intense desire for luxury goods, with reactions ranging from disbelief to admiration for the deals being struck inside.

Expect updates as the sale continues through the weekend, with more shoppers and line-sitters expected to emerge. The Row’s sample sale is not just a shopping event; it’s become a cultural phenomenon, drawing attention from luxury fashion enthusiasts worldwide.