Theory‘s new head of public relations has an interesting word tacked onto her title. Mona Sharf, who previously worked in pr at Louis Vuitton, just joined the contemporary brand as Director of Communications and…Celebrity.

She replaces Randi Peck, who’s moved over to ID, a PR firm that reps celebrities like Sarah Jessica Parker. (At Theory, Peck’s title was Director of Public Relations.)

Sharf’s at the helm of both Theory and sister brand Helmut Lang, the latter of which makes more sense in terms of the red carpet. It’s doubtful we’ll see Theory at the Oscars any time soon.

However, both brands are good to push for more paparazzi-style shots. Getting a relatable star like Reese Witherspoon in a Theory button down or blazer–or a Helmut Lang leather jacket–is a worthwhile endeavor, especially if she’s snapped while wearing it on a shopping trip or grabbing Starbucks. There’s a huge chance a well-circulated photograph like that will translate into real sales.