Theory

Oct 2024

Theory presents its October 2024 campaign, a series of editorial and commercial portraits that highlight the brand's focus on structured tailoring and refined knitwear. The collection is captured through a series of minimalist studio setups, utilizing soft, directional lighting and earthy tones to emphasize the tactile quality of wool and ribbed textures. Photographed by Tess Ayano, the campaign features models Helga Hitko and Alexandre Cunha. The imagery alternates between intimate, textured portraiture and staged outdoor vignettes, incorporating elements like park benches and autumnal foliage to frame the seasonal attire. With styling by Elissa Santisi, hair by Ryan Mitchell, makeup by Janessa Paré, and set design by Megan Kiantos, the production leans into a clean, monochromatic aesthetic that highlights the collection's sophisticated silhouettes.

Commercial, Earthy, Vertical, Clean

Designer Fashion

Advertising Campaign