Theory Isn’t Worried About Theyskens’ Pricey Taste

Ever since Theory president Andrew Rosen hired wunderkind Olivier Theyskens as the brand’s new artistic director, the fashion world has sort of been waiting for the other shoe to drop. The other shoe being, of course, Theyskens’ clothing not doing too well at the point of sale, or a crazy expensive designer label offering him a really, really good job.

But it turns out that Rosen is quite comfortable with his decision, thankyouverymuch, and defended his move and Theyskens’ commercial viability in an interview with Guy Trebay of The New York Times. We’ve included some of the nicest excerpts from the interview here:


Trebay: What was the reasoning behind expanding Olivier’s role here?

Rosen: … I think Olivier has a perspective with his experience to do so much more for our company. The world evolves, and fashion evolves, and I think it’s important for our company to evolve.

Trebay: The Theyskens’ Theory collection is not even in stores yet, so is this a risk? You don’t really know how your core customers are going to react.

Rosen: To me, it’s not a risk. I know Olivier and I know his understanding of Theory. I think it’s a great opportunity. I didn’t need a reaction from the consumer on Theyskens’ Theory. It’s amazing clothes that will get an amazing response.

Of course, Theyskens is pretty comfortable in his new job, too, and says that his shift from super high-end and experimental clothes is a matter of being in the right place at the right time.

Trebay: What happens if Chanel comes calling tomorrow?

Theyskens: This is the question that I hear for 10 years. The important thing that I believe very strongly is that there is a right thing at the right time and the right place. The ‘if’ is not something that I really consider. I am putting myself fully into the development of Theory, and I have always been like that. As a designer, I am known for more of a creativity point of view. But for Theyskens’ Theory, I was so pleased to see the orders that balanced the sharply cut jackets with the T-shirts and the jeans. In addition to creativity, simplicity has always been very important to me and in my work, so I feel the position here is right for what I want to do.

[Via The New York Times]

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