Urgent Update: Overnight Campers Flock to The Row Sample Sale

UPDATE: The Row’s highly anticipated sample sale in New York City has drawn thousands, with many camping out overnight to secure coveted fashion items. The sale, which began at 10 a.m. on October 23, 2025, has created a buzz that epitomizes the “quiet luxury” trend, showcasing high-end items with staggering markdowns.

Shoppers like Gigi Principe, who waited over nine hours, highlight the lengths some are willing to go for a chance at exclusive pieces, despite the sale’s steep prices even after a 75% markdown. “I’m not even buying for myself; it’s too expensive,” she admitted, underscoring the intense culture surrounding luxury fashion.

The line at The Row’s sale featured a mix of devoted fans sipping coffee, reading, and even working on laptops while waiting. Some attendees, like Principe, are employed by Robert Samuel‘s company, Same Ole Line Dudes, which charges clients to hold their spot. Samuel described the event as “the Super Bowl of all sample sales,” with over 61 bookings on the first day alone.

Clients often pay $25 per hour, plus additional fees for early arrivals and inclement weather. This means those securing spots as early as 7 p.m. the night before could spend upwards of $365 just to hold their place in line. The phenomenon is not just about waiting; it’s about the thrill of the exclusive finds.

A personal shopper revealed that clients are willing to spend big, with one receipt totaling $1,619 for three pairs of shoes and a coat that would have retailed for nearly $6,500. “They have a cult following,” she noted, emphasizing the draw of The Row’s understated elegance.

Despite a reported slowdown in the luxury sector, demand for brands like The Row remains strong. Shoppers on Manhattan’s 18th Street expressed a desire for high-quality, logo-free items that define their style. Many attendees have set budgets of $5,000 or more, ready to invest in timeless pieces.

Social media is buzzing with anticipation as videos of The Row’s sale circulate, showcasing the atmosphere inside—where phones are taped, and dressing rooms are communal. The hype around “quiet luxury” shows no signs of fading, even as broader economic trends shift.

As the sale continues, those returning for day two are prepared to spend significantly. One woman, who chose to remain anonymous, admitted to hiring a line-sitter for 4 a.m. on the second day, allowing her to snag luxury items without sacrificing her job. “It was worth it,” she commented, reflecting the commitment many have to this shopping experience.

With the doors opening at 9 a.m., the excitement is palpable. Social media posts are already capturing the frenzy, dividing observers into “These people are crazy” and “What a crazy deal.” The Row’s sample sale is more than just a shopping event; it’s a testament to the enduring allure of luxury fashion in today’s market.

Stay tuned for further updates as the situation develops at The Row’s sample sale, where the demand for quiet luxury continues to thrive.