Wednesday, February 2, 2011

Contemporary is the New Luxury

As Renzo Rosso, creator of Diesel, stated last week, "Contemporary is the new luxury." Making this statement true, today Theory's capsule collection created by couture designer Olivier Theyskens hit Bergdorf Goodman and Barney's New York, next week it will be available at Net-a-Porter. This shows that the contemporary fashion market is moving successfully into new territory as far as design is concerned and with the price of cotton lately, the cost will surely follow.

What makes Theyskens' Theory exciting and different is that we get a high-end designer teaming up with a contemporary brand for a long term relationship.

The clothes, under the label Theyskens' Thoery, are remarkable because they reflect Mr. Theyskens' signature drainpipe style, but also look like Theory's urban wardrobe. [NYT]

Unlike the high-low collaborations in the past commissioned by companies such as H&M and Target, this one has quality and longevity. Olivier Theyskens is a pure creative talent. In the past his desire to keep his work an artistic medium at Rochas and Nina Ricci instead of ceding to market demands makes his creative direction for Theory all the more interesting.

To make matters even more exciting, Brian Blake has just been appointed by Andrew Rosen as the new President and CEO for Theory and Helmut Lang. Mr. Blake is the former chief President and CEO of Gucci. His promise is to take on a global strategy, making the contemporary market so much more interesting and so much more luxury!

Sincerely,
Lex

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