THEORY (New York) Striped Dress

Nod to the perennially chic nautical trend with chic New York label Theory’s stretch-silk dress. Balance the short hemline with platform pumps or ballerina flats, adding a flash of bright-red lipstick to complement the classic navy and white stripes.

(RRP US$335)

THEORY (New York) Pleated Silk Skirt

 

Pretty in pleats! Tap fashion’s current feminine mood with this skirt from contemporary New York label Theory. The clean lines of this piece would play well against anything – be it a buttoned-up shirt and ladylike pumps (for the office), or a coloured tank and ballet flats (coffee date with friends).

(RRP US$255)

THEORY (New York) Silk Dress with Pockets

New York brand Theory gives us a utilitarian take on the silk shirtdress, updating it with military-inspired pockets and seam detailing at the shoulder. You’ll appreciate the gently flowing skirt, too.

Give this wear-anywhere piece a feminine slant with a loose chignon, a printed tote, and glossy pumps.

(RRP US$345)

THEORY (New York) Ruched Dress

Who says style has to be fussy? Certainly not Olivier Theyskens, the Belgian-born design star behind New York label Theory. Boasting gloriously soft fabric and a flattering cut, this slightly asymmetric dress is so versatile yet classic, we can definitely picture wearing it under a cardigan to work, to lunch at an outdoor café, to cocktails poolside, to a dinner date, and so many places in between.

Comes with handy slash pockets, too.

For drama, try adding drop earrings and jewel-tone pumps.

(RRP US$315)

THEORY (New York) Men's Shirt

Where would you be without your go-to button-down? These latest rendition of the essential woven shirt from New York-based label Theory -in small checks, striped, or just plain- come in lightweight cotton, a clean front, and a contemporary fit.


THEORY
Clean lines, luxurious fabrics, and an exacting fit, these are the ideals upon which Theory was founded -originally as a woman’s line- back in 1997. Created as a partnership between industry veterans Andrew Rosen and Elie Tahari, Theory quickly established itself as the go-to label for smart yet understated pieces that didn’t sacrifice comfort for style – and they managed to do it without relying on celebrity endorsements or fashion shows.
Tahari left in 2003 (Rosen remains on as CEO), the same year that Theory was acquired by Fast Retailing of Japan, who sought to expand the brand into a global market. While still headquartered in NYC, Theory now has boutiques around the world. Earlier this year, Theory tapped acclaimed Belgian designer Olivier Theyskens, formally of Nina Ricci and Rochas, to create a woman’s capsule collection for the brand, later elevating him to Artistic Director, where he now oversees the men line as well. Expect more versatile and well-fitting designs, the kind those fans keep reaching for.

Theory's new boutique in Aoyama, Tokyo (opened end-July).

THEORY Holiday Dress

Getting that old school, 60s cocktail vibe usually requires incessant flea market stalking, or access to the Mad Men wardrobe room. A girl could dream, or get savvy to the ways of this beautiful little party dress by NYC label Theory. With a flattering semi-full skirt, a lightly-ruffled waist, and handy side pockets, the silhouette is delightful, inspiring, and so Breakfast-at-Tiffany’s. Audrey would approve!
(RRP US$425)

THEORY Printed Sleeveless Top

This season is all about fresh, fun, freeing pieces -- and this Theory look flaunts just that. Styled with an energetic, vintage-ish geometric print and a pretty pintucked bib, this lightweight top flutters gently away from your figure for a flattering fit. Wear it to work with a blazer and pumps, then ditch the layer and switch to capris and flat sandals for weekend brunch.
(RRP US$225)


Or team with bright shorts for a jolt of stylish colour!

THEORY Two-Tone Shirtdress

Theory found a clever way to style a blouse & pencil skirt: by putting the two together & cinching it with a built-in belt. What you get is a two-tone, colour-block dress -- nice & sophisticated for the office, don't you think? Goes great with bare legs, pumps, stilettos, or a fitted blazer!
* Also available in white/black combination. Other chic Theory pieces in store, too!

Theory is a fashion house based out of NYC. Launched in 1997 (by third-generation doyen of the garment industry Andrew Rosen & friend Elie Tahari), Theory became a phenomenon of the U.S. contemporary designer-wear market in the sense that it achieved significant success without any traditional fashion PR -- no outdoor posters, no in-store events, no products in Oscar goodie bags.
This "anti-brand" ideology did not change even after the label was sold to Japanese firm Link International (now LTH) in 2003. (Rosen stayed on as president & now heads up other brands in the Link portfolio as well, including Helmut Lang & Uniqlo.) Today, still content with its low-key public image, Theory continues to churn out collections known for their uncomplicated silhouettes, quality, fit, & most notably, for being almost impossible to identify.