Theory to undergo a total rebranding for spring

Theory to undergo a total rebranding for spring

Natalia Vodianova stars in new campaign shot by David Sims

Editor: Buro 24/7

Contemporary sportswear brand Theory have announced a complete makeover for spring – tapping supermodel Natalia Vodianova for its new ad, shot by iconic photographer David Sims

Theory have announced a series of changes in a bid to completely revamp the sportswear brand. The logo has been redesigned, and an impressive new ad campaign will debut on billboards, in store windows, digital, print and campaign books this month.

Tapping iconic supermodel Natalia Vodianova and Clement Chabernaud for its new spring campaign, the clean visuals were shot by David Sims and feature Vodianova in a pure white pant suit with a dreamy blue backdrop. The website will also be revamped and debut later this month.

Andrew Rosen, chief executive officer of Theory said: “For a long time, I operated in a way that was very grassroots and organic. As time goes on, I have to continue to evolve and change the platforms of doing business,” referring to the fact that the brand has operated thus far with very little advertising.

The Theory logo used to consist of all lower-case letters, and now features an uppercase 'T' and a bolder font, “We’ve had to relook at what we’re doing and refresh what we’re doing,” said Rosen. “Companies should continue to modernize themselves. You have to continually evolve and up your game and set the bar higher. You can’t continue to do business the way [you’ve] done it in the past. You have to engage the consumer and stimulate the marketplace.”

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