Activewear for the Urban Nomad
My Role – Art Direction, strategy, photography, graphic design. Theory was built around the idea of the “perfect essential pant and the perfect shirt.” Theory+, Theory’s Activewear Line, launched in 2015 with the same mindset; to expand the definition of active by considering all forms of movement, from the gym, to street, to boardroom.
Summer 2015 was inspired by "West Coast essence" infused with "East Coast ideals." The mission was to get more people to talk about Theory+ and get inspired to show how and where they wear the product.
My concept/photo to express this concept was so successful that it was implemented onto product.
My Role – Art Direction, strategy, photography, graphic design. Theory was built around the idea of the “perfect essential pant and the perfect shirt.” Theory+, Theory’s Activewear Line, launched in 2015 with the same mindset; to expand the definition of active by considering all forms of movement, from the gym, to street, to boardroom.
Summer 2015 was inspired by "West Coast essence" infused with "East Coast ideals." The mission was to get more people to talk about Theory+ and get inspired to show how and where they wear the product.
My concept/photo to express this concept was so successful that it was implemented onto product.
Agency: In-House
Summer 2015 Collection –
Creative Direction: Marcus LeBlanc, Tessa Matthias
Creative Collaboration: Public School’s Dao-Yi Chow
Pool Print Photographer/Look Book Art Director: Nastacia Chubinsky
Look Book Photography: Caroline Gendron
Summer 2015 Collection –
Creative Direction: Marcus LeBlanc, Tessa Matthias
Creative Collaboration: Public School’s Dao-Yi Chow
Pool Print Photographer/Look Book Art Director: Nastacia Chubinsky
Look Book Photography: Caroline Gendron
