THEORY‘S GLOBAL PERSPECTIVE: For its 20th anniversary, Theory is going on a global tour, of sorts. The brand’s spring advertising campaign, shot by Erik Torstensson, features several male and female models juxtaposed against a key global city where Theory has a freestanding store.
The diverse cast includes female models Amber Valletta, Lily Aldridge, Liya Kebede, Fei Fei Sun, and Adwoa Aboah, and male models Adonis Bosso, Nicolas Ripoll and Satoshi Toda.
“We wanted to show the global reach of our product,” said Andrew Rosen, chief executive officer of Theory. A photographer on Torstensson’s team captured landscape shots in cities such as New York, Los Angeles, Paris, London, Shanghai, Tokyo, Hong Kong and Seoul and Torstensson shot the models in New York. The spreads highlight the individual model sporting a Theory spring look paired with a specific international city.
The campaign will be posted today on the company’s web site. Ads will later appear on digital and outdoor platforms and will be featured in Theory’s store windows at the end of the week.
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“Our direct to consumer business around the world has grown over 20 percent year on year, and we’re continuing to fund the expansion of our business with marketing initiatives like this. Our wholesale business is holding its own. It’s not as robust as our direct business,” said Rosen.