The new theoryWednesday, February 12 2014
Theory Fall-Winter 2014
I’m still confused about the particulars surrounding the rebranding of Theory. According to WWD, Theyskens’ Theory is no more, but Olivier Theyskens, the Belgian wunderkind of urban cool, is still the creative director of Theory (a role he has held since 2010).
However, even for those unaware of these minor in-house rearrangements, there was no mistaking a whole new attitude on the runway this week. Perhaps the Belgian designer took the company’s decision to pare back all the theories into one literally, as things have never been so minimal in the land of wearable conceptual wear (which is how I would describe his former aesthetic for the capsule line).
The neat waistlines (surely the biggest trend to come out of fashion month so far) and streamlined floaty silhouettes were both relaxed and feminine, and a firm favourite on my future bucket list of looks to try come fall. Make that now, actually.