Theory redesigns itself

Theory presents a new logo for the first time since its creation 18 years ago. At first sight, there doesn't seem to be any significant changes. However, everything is in the nuances, indeed, since it is only the font that has changed and the small t that has been replaced by a capital T. "The logo is bold and modern. And we have emphasised the T," summed up CEO Andrew Rosen.

Premium American label Theory, owned by Japanese group Fast Retailing, has also discreetly gone ahead with changes in its artistic direction. Following the departure of Belgian designer Olivier Theyskens last June, who was head of design at Theory since 2010, the position is now held by Lisa Kulson for womenswear and Ben Stubbington for menswear.

The two designers have already been working for the brand for a few years. Lisa Kulson started out under the supervision of founder Andrew Rosen in 1997. She left the label in in 2002 to pursue other projects before returning as a consultant in 2012 and being appointed head of womenswear in 2013. For his part, Ben Stubbington, who worked at Calvin Klein and Rogan, has been the head of menswear since 2010.

"When I founded Theory in 1997, the fashion landscape was very different. Nobody was creating this type of clothing, a sophisticated and modern outfit for men and for women, very well cut and made of high quality materials, and affordable. For our part, our offer hasn't changed, but there is a lot more choice out there and a brand needs to continuously evolve. I want to continue to surprise our loyal customers but it is almost important to appeal to new ones. I felt that it was the right moment to breathe some new energy into the brand with a redesigned logo and a global publicity campaign," the CEO of Theory also said.

In this regard, the brand will be heavily investing in advertising. For the spring/summer 2015 campaign accompanying this "historic turning point", it has hired two top models who embody "the sophistication and urban ease of Theory," it said in a press release. The two models are Natalia Vodianova and Clément Chabernaud, both photographed in London by David Sims. "As a mother, philanthropist, on top her game, Natalia is the perfect embodiment of the modern woman as Theory perceives her," emphasised Andrew Rosen.

Backed by 1 billion dollars in revenue, the ready-to-wear brand's womenswear generates 75% of its sales, while menswear generates 25% of its sales. More than half of all sales are recorded outside of the US, with its domestic market now accounting for just under 50%. Theory has 217 directly-run stores.

Theory redesigns itself

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