I’ve long associated the Theory brand with dressing for job interviews, work presentations, and other high-anxiety situations where I want to put something on and pretty much forget about it. The ultimate in failsafe fashion, Theory is beloved for quality and fit, but let’s be honest, it’s not a label known for groundbreaking design masterpieces.
All of that is about to change. A savvy re-envisioning of the line includes a capsule collection from Olivier Theyskens (Belgian designer of Nina Ricci and Rochas fame) for spring 2011, and styling direction for fall 2010 from none other than Isabel Dupré (watch for our exclusive video starring Dupré in October). Both promise to bring some much-needed excitement to the brand’s core ethos of value and everyday-wearability. In Theyskens’s words (via The New York Times): “For a long time I have been thinking about affordable fashion—you can be disappointed when not so many people can wear your stuff.”
Oh indeed, Olivier. And as more women mix high with low—one of the main points made in a recent article highlighting Shopbop in The New York Times—it makes sense that the fashion industry itself would begin crossing contemporary with couture. (Also see Erin Fetherston for Juicy Couture and Marni for Current/Elliott.) These collections present a welcome middle ground for those of us who are willing to invest in inspired design but don’t have an HRH before our names.
So please, keep those couture/contemporary collaborations coming! A few suggestions from my personal wish list should Andrew Rosen or any executives from LVMH or the Richemont Group happen to be looking for ideas:
Stay tuned for a sneak peek of Theyskens’s Theory collection in our spring 2011 NYFW coverage.