Theory, the latest American in Paris, spared the calendar another show but honed in on the international showroom schedule. “We really believe in establishing ourselves as a global brand,” said Lisa Kulson, creative director of women’s design. “We have our first international marketing campaign [featuring Natalia Vodianova], and, for fall especially, Paris seems to be the epicenter of the shows.”
Giving Theory’s all-American working-woman look a European edge was also a priority for Kulson, who made her point with black-patent motorcycle jackets and zippered minis, animal-print pony jackets and reversible shaved shearlings. Leathers and furs moved the all-business attitude forward and also elevated the fabrics, and thus, the price.
You May Also Like
Still, addressing professional women with a range of updated classics remained Kulson’s main concern. A range of tailored maxicoat-over-languid dress-or-midiskirt silhouettes were on trend, and jersey tunics paired with fluid cropped pants offered a new alternative to the classic suit.