Footwear, Now In Theory-------
A solid three-point plan to upmarket your brand: 1) Begin introducing more luxurious products into your office-friendly line. 2) Sign on Olivier Theyskens to do something, anything. And 3) Bring in a footwear expert to design hot new styles, from lace-up booties to cap-toed platform spectator heels.
That’s the Theory plan, and so far, it’s working. The label’s offerings are looking better season after season (Bergdorf’s Linda Fargo is raving about its glamorous and comparative inexpensive fur coat for fall), and Theyskens’ collection for the brand is on deck. But before the former Rochas and Nina Ricci phenom tries his hand, there are the shoes. Several styles launch tomorrow on Theory’s Web site, all for under $600. There’s a lace-up bootie in leather or charcoal flannel, a cutout take on the hot-again pump, and a chunky sling-back we wouldn’t be surprised to see a lot more of in the coming weeks. Who to thank for all of these? The brand’s design team and a certain much-followed private designer. No names, but you never know—she might just hit the shows sporting one of her own creations. If that’s the case, we’d advise buying now, before they sell immediately out.
Leather lace-up bootie, $595, and suede sling-back, $415, available tomorrow at www.theory.com.