Theory
SERVICES
Art Direction
YEAR
2019
INFO
During my time at Theory in New York, I worked across the brand’s Spring Summer 2019 collection, helping translate the world of the collection into a cohesive visual story.
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Under Creative Director Francesco Fucci, the season explored Theory’s signature precision through a softer, more nostalgic lens, drawing on memories of Mediterranean summers. Relaxed silhouettes, sun-washed colour and a sense of quiet escape created a world that felt deliberately removed from the sharpness of New York. The runway brought that idea to life through a dreamlike gallery environment, with diffused light, plush white carpet and vintage televisions showing grainy footage of oceans, fields and fading sunsets. Working cross-functionally, I helped extend that atmosphere into the Spring Summer 2019 lookbook, treating it as an editorial continuation of the show rather than simply product documentation.
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It was a valuable experience in understanding how a fashion collection can become more than clothing, a complete visual world, where art direction, environment and image-making all work together to create a feeling.
