Theory “Fashion Insider” Campaign and Limited Edition Tee — On The Inside Track
Think you’ve got the inside scoop on all style-related matters? Then you’ll appreciate Theory’s “Fashion Insider” campaign, which was unveiled on February 22nd on the re-launched Theory.com site, which now features an e-commerce section (hooray!). The campaign was inspired by the notion of personal style: the phenomenon by which two people can look at the exact same range of apparel pieces and create wildly divergent looks due to their varying individual aesthetics. And who knows more than fashion stylists about how to mix all these pieces together to create the perfect canvas? With this in mind, the Theory team enlisted 17 fashion stylists and asked them to pick their favorite piece in the Spring 2010 collection, then create a look integrating this one special item. Five stylists were selected to interpret the men’s offerings, while twelve stylists tackled the women’s collection — among them, Andrea Lieberman, NYLON Accessories Director Dani Stahl, Isabel Dupre, Kate Young, Annabel Tollman, Tina Chai, and Susan Joy. The best part about the initiative is seeing exactly how each of these trendsetters mixes and matches different pieces, layering them unexpectedly, rolling up sleeves, tucking or loosening shirts, doing or undoing buttons… And, of course, you can shop the looks styled by each of these gurus.
Need another excuse to browse? If you spend $350 or more on the relaunched Theory.com, you’ll receive one of the above “Fashion Insider” tees as a free gift. The basic white tees feature bold messages that exude the “Do you know who I am?” attitude we associate with the stereotypical fashion diva (and, of course, the messages poke fun at that very image). Okay, “dah-lings,” now you’ve got a direct map to fashion insider status.