Fashion Insider – be one, in Theory

23 Feb '10

4 min read

Theory.com customers can shop by their favorite Fashion Insider stylist or by category. If they find they like stylist Isabel Dupre's looks, for example, they can easily click to see the other looks she styled.

The Fashion Insiders have created exclusive behind the scenes video footage of their styling sessions, offering tips and inspiration for Theory shoppers on how to style their favorite pieces from the collection in their own unique way. The theory.com blog also offers styling tips and news on the recent collection, as well as other tidbits that might appeal to the style-minded Theory shopper. Both the Men's and Women's collections are available for purchase on the site.

Inspired by Colette's curated presentation of looks in their eponymous Parisian boutique, Theory stores present the Spring Summer 2010 collection through an installation of mannequins against a backdrop inspired by the photo studio cyc. Theory clothes have always been designed with versatility in mind; it only makes sense for our retail experience to convey that same mentality. Each stylist from the group of 17 is represented in these looks. The mannequins are accompanied by a rack of the clothes from the look, and a poster of its image. The idea takes the online concept of “buy it now,” or “get this look,” and translates it into the brick and mortar experience. Notably, also on the rack are complimentary items that allow the shopper to be inspired by what they see, and make it their own. Throughout the season, “Fashion Insider Favorites” will be highlighted with the use of special hang tags. This is yet another example of “clicks to bricks,” where the consumer can participate in the experience of Vogue.com's “Must Have's” section, in real time.

Theory

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