The Olsen twins only drink 400-dollar water If you thought that Evian made you special, we have bad news for you

In the era of TikTok, attention to detail, little treat culture, and especially the neurotic categorization of everything that exists and doesn’t exist, even the water we drink tells us who we are. That’s right. It used to be about what we bought, how we dressed, which restaurants we went to, and what we ate. Then it became a more subtle matter of diet, down to the choice of milk we decided to add to our coffee. The latest, to use a phrase beloved by lifestyle and entertainment media, luxury frontier? The water we drink.

Even the water we drink has to be exclusive

Actually, this is not new. For some time now, the bottled water industry (or canned, or Domopak bricks) has been expanding, stratifying, and getting more complicated. At first, it was Evian and Fiji, in easily recognizable bottles that caused a stir. Spotted in the hands of fitness, wellness, cinema, and social media stars, they quickly became status symbols because they were more expensive than others. More recently, flavored waters fortified with vitamins and minerals (whatever that means, honestly) have taken the spotlight. And the pricier they are, the healthier they seem. Remember Saratoga Water by Ashton Hall, a pricey and exclusive “premium sparkling water”? Or that five-minute moment this summer when we poked fun at Americans for calling Acqua Panna “cream water” due to a name mix-up?

$430 water served by the Olsen twins at The Row show in Paris

And this brings us to The Row and the Olsen twins. The actress-designers are now used to being the most talked-about at Paris Fashion Week. Smartphones are not allowed during their shows, but snacks are served just outside—and those can be photographed. At the latest SS26 presentation in Paris, we saw large pieces of dark chocolate and pears with red waxed stems served on big white ceramic plates by uniformed waiters, green juices (of course), red berries, golden berries, and mysterious little bottles of water. As content creator chloyorkcity notes on TikTok, this is litewater - fountain of youth, costing $430 for a pack of 8. On Amazon, it’s marketed as “the purest water in the world” and recommended for “long-term use.” In theory, it has anti-aging properties and keeps you young because it contains less deuterium than regular water, making it very light. Naturally, this is pseudo-science: the benefits are not scientifically proven, and it’s very hard to establish how one water could be better than another in terms of cellular aging. Who would have thought?

Mary-Kate and Ashley Olsen’s idea of luxury

Whether Mary-Kate and Ashley Olsen actually drink this extremely expensive water every day is unknown, and that’s not the point. What is true is that the twins, through their brand The Row, don’t just sell finely crafted luxury clothing, but also a lifestyle, an imagery, and an aspirational world that ranges from banning photography to the choice of snacks, down to the water served. So their use of these bottles at a fashion show isn’t surprising, it fits perfectly with the worldview and concept of luxury they have promoted from the beginning. Whether we feel compelled to adopt it or not is a personal matter, one to consider with our own expectations, lifestyle, and susceptibility, hoping that consumerism hasn’t reached a point where we spend $53 for a bottle of completely ordinary drinking water.