A new world for Theyskens
Olivier Theyskens is moving up in the world. The designer, already in charge of the design of Theyskens’ Theory label, will be adding a new responsibility to the list: artistic director of the entire Theory brand.
The designer, who first made his mark on the fashion world in 1997, is known for his ethereal, romantic and occasionally dark style. He earned a place in the fashion elite by working at Rochas and Nina Ricci, which made his designs famous, but meant his clothing was only purchased by a chosen few.
Now with his new title, he has the chance to expand his aesthetic to reach customers around the globe – including those in search of more affordable options. His partnership with Theory for Theyskens’ Theory makes him one of the flock of high-end designers who have turned to creating attainable selections.
Theyskens’ first Theory collection, which will launch fall 2011, is hoped to shake up the line but still interest the brand’s long-time customers.
“Working on Theyskens’ Theory has been very inspiring for me and for the company,” Andrew Rosen, founder and co-chief executive officer of Theory, told WWD. “The launch has been very successful. This is an opportunity to work with Olivier on a much grander scale.” Rosen was the brainchild behind Theyskens’ promotion in the company.
The Belgian designer, long associated with major European and American fashion houses, is excited about making pieces that people can use for everyday wear. He sees a positive future for the Theory label. “There are a lot of things that we can do,” Theyskens said. “It’s very stimulating for me.” He will be charged with the whole kit and caboodle, from accessories to menswear – a new role for him.
Theory is popular around the world, with sales of more than $500 million and a string of retailers worldwide that market the label. Theyskens, who has a global following, is intended to pump up the brand’s international reach.
“Even though the Theory business is very strong, I felt it was important to step up the game,” Rosen said. “I saw a great opportunity to infuse Theory not only creatively but also energetically with someone like Olivier.”
This will not mean a permanent goodbye to high-end fashion for Theyskens: The designer hopes to continue to create unique pieces for special occasions. But for the time being, he is taking pleasure in tackling a new realm.
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