Theory is the New York based fashion label which specialises in contemporary style with a sophisticated edge. Dealing with only the most clean silhouettes and sumptuous fabrics, for AW16 Theory present an assortment of reimagined shift dresses, deconstructed suiting and unexpected, bold colour.
Founded in 1997 on the principle that women wanted to feel comfortable and sexy in modern clothing, Theory capitalised on an idea that seemed obvious yet unfulfilled. To combine comfort with sophistication was an aesthetic which 90s America seemed to overlook, hence the success of the emerging brand.
Theory defines its customer as modern, fashion-relevant, intelligent and active. A woman who desires quality and classic styles but also appreciated seasonal trends and fabrics. The collection is functional, whether in the office or the bar, Theory is chic, luxurious and endlessly wearable. Browse the latest pieces to hit Cruise.