Theory’s balance of intelligence and humanity were the springboards for a significant rebranding and creative campaign solution created by Wednesday. Under the strategic direction of “Intelligent design for intelligent people”, Wednesday defined an ordered and systemized aesthetic and execution that spoke directly to the modern, cultured customer.


The new Theory branding is build around a systematic approach to the design principles of Dieter Rams – this functional and gridded approach articulates information clearly across all touchpoints, from hang tags to retail window decals and beyond.

Spring / Summer 2016

In Spring / Summer 2016, Wednesday worked with David Sims, along with models Andreea Diaconu and Hana Jirickova to capture the energy and dynamism of the new collection. The campaign was shot in London and styled by Ludavine Poiblanc.

Fall / Winter 2015

Theory’s Fall / Winter 2015 campaign continued the use of Sims, Vodianova and Chabernaud, but amplified the expressiveness of the prior season’s campaign through the use of more candid, effortless poses. This further underscores the interaction of the human and the functional inherent in Theory’s collections.

Spring / Summer 2015

Shot by David Sims, and featuring Natalia Vodianova and Clement Chabernaud, the creative campaign supports the Theory wardrobe’s core iconic products through a considered and artful lens. The intelligence of the brand and the essential character of the collection come to life in a series of vivid images.

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