Why Olivier Theyskens is Designing for Theory

If it's hard for you to imagine Olivier Theyskens--he of the Victorian goth gown--designing for Theory, you're not the only one. But whether or not we get it, the former Rochas and Nina Ricci designer will be creating a capsule collection for the contemporary work wear brand, at least according to WWD. While it might be aesthetically confusing, the collaboration makes sense from a strategic point of view.
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If it's hard for you to imagine Olivier Theyskens--he of the Victorian goth gown--designing for Theory, you're not the only one. But whether or not we get it, the former Rochas and Nina Ricci designer will be creating a capsule collection for the contemporary work wear brand, at least according to WWD. While it might be aesthetically confusing, the collaboration makes sense from a strategic point of view.
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If it's hard for you to imagine Olivier Theyskens--he of the Victorian goth gown--designing for Theory, you're not the only one.

But whether or not we get it, the former Rochas and Nina Ricci designer will be creating a capsule collection for the contemporary work wear brand, at least according to WWD.

While it might be aesthetically confusing, the collaboration makes sense from a strategic point of view. Andrew Rosen, Theory's CEO, is known for taking an interest in--and investing in--promising designers.

While he mostly invests in contemporary brands, such as Rag & Bone and Alice & Olivia, the industry veteran was recently seen meeting with Proenza Schouler's Jack McCollough and Lazaro Hernandez.

What's more, this also ties in with the notion that Theory might gearing up to create a few red carpet-worthy dresses, which we reported earlier in the month.

Maybe Rosen originally envisioned the Proenza boys running the project. Maybe he's simply looking to take his stable of labels beyond the contemporary market. Regardless, this is good news for Theyskens. We wouldn't be surprised to hear an announcement sooner or later regarding the establishment of Theyskens' very own label.