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April 16 2014

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14 posts tagged "Theory"

Theory Goes Digital With Stella Tennant

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Stella Tennant for Theory
Stella Tennant for Theory

Theory has tapped the legendary Stella Tennant for its serene (and first-ever) digital campaign. Debuting exclusively here on Style.com, the Lachlan Bailey-lensed campaign includes a collection of ten-second videos (below) featuring Tennant as well as male model Clement Chabernaud. Dressed in Theory’s signature, streamlined Spring ’14 wares—like a white silk blouse and tailored blazer—Tennant glows in the black-and-white clips. “Stella is a perfect fit for Theory, as she is an icon of modernity,” Theory designer Olivier Theyskens, who led the creative direction for the ads, told Style.com. The campaign was shot here in New York and coincides with the brand’s recent shift from Theyskens’ Theory to simply Theory, a decision that was made in an attempt to unify the brand. Theory’s new outdoor and digital campaigns will launch in March, and behind-the-scenes content can be found later today on theory.com.

Thanks To Ralph Lauren, New York Is In The Money

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Ralph LaurenIt’s not just rescue puppies and Paris’ École des Beaux-Arts that have fallen into Ralph Lauren’s good graces of late. Today, WWD reports that the designer’s company has donated $500,000 to the Fashion Manufacturing Initiative, which, launched last month by the CFDA, Theory CEO Andrew Rosen, and the New York City Economic Development Corp., aims to raise funds to help New York’s garment industry thrive. It’s nice to see that the New York-born Lauren (who caught some flack for producing the RL-designed 2012 Olympic uniforms in China) is rallying to support the home team.

Photo: Marcus Tondo/ Indigitalimages.com

DVF and Andrew Rosen Rally for the MePa

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FNO may be a thing of the past, but Diane von Furstenberg and Theory’s Andrew Rosen have appropriated the shop-till-you-drop evening fund-raising technique for their own philanthropic purposes. On March 18, the pair will host the first annual Open Market—an event that will bring music (DJ sets from the Misshapes, Nancy, JD Samson), food, cocktails, and fashion (sample sales from Alice + Olivia, Helmut Lang, Honor, Theory, DVF herself, and more) together to benefit the Meatpacking District Improvement Association. Set under one roof at the Highline Stages, the fund-raiser will be a “visual homage” to the vintage MePa days. We hope they don’t take the theme too literally, though.





To purchase tickets, visit meatpackingopenmarket.eventbrite.com. All ticket proceeds will go to the MPIA.

Photo: BFAnyc.com

Shop the Look: Snake Charmer

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The Spring 2013 shows marked a snakeskin revival. It slithered down the runway in New York at Proenza Schouler and in London at Preen by Thornton Bregazzi. We saw it on sleek dresses at Reed Krakoff and Gucci, and on handbags at Valentino. The luxe exotic is in high demand, so incorporate Spring’s slick serpent motif into your wardrobe for the new year with pieces from Lanvin, Nicholas Kirkwood, Oscar de la Renta, and more.


1. Theory blouse, $267.31, available at www.farfetch.com
2. Giambattista Valli dress, $1,364, available at www.mytheresa.com
3. Lanvin clutch, $3,400, available at www.netaporter.com
4. Oscar de la Renta bracelet, $195, available at www.oscardelarenta.com
5. Nicholas Kirkwood sandal, $825, available at www.netaporter.com
To view more looks, click here.

Photo: Courtesy Photo

Theory And Uniqlo Get Down

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At most of the major fashion conglomerates, each brand operates as its own fiercely independent fiefdom—you’d hardly expect Louis Vuitton and Fendi to join forces on a bag, though they happen to be corporate siblings at LVMH. But at Theory, Andrew Rosen is working a different angle. Rosen’s Theory is owned by Japan’s Fast Retailing, which also owns Uniqlo, among others; and now, with a new capsule collection of down jackets and vests, Rosen is bringing Theory and Uniqlo together. T down, as the collection is known, draws on the design sensibility of the former and the production expertise of the latter to gin up some of the sharpest jackets we’ve seen this (early) winter. And because of Uniqlo’s manufacturing capabilities, they’re both super affordable (topping out at $149 for a hooded jacket, nearly unheard of for down) and available for men, women, kids, and baby. The women’s styles and campaign debut exclusively here on Style.com. They’ll be in Uniqlo and Theory stores and Theory.com—though presumably not for long—on November 15. Could this kick off a trend for intragroup collaborations fashion-world-wide? It’s not especially likely, but it’s a warming thought.

Photos: Courtesy of Theory