Theory

Jun 2025

Theory presents its Pre-Fall 2025 collection through a series of studio portraits that highlight the seasonal apparel. The imagery focuses on clean silhouettes, utilizing a neutral grey backdrop to emphasize the textures of knitwear and tailored separates. The photography, led by Tess Ayano, relies on soft, even lighting to maintain a consistent aesthetic throughout the lookbook. Fashion editor and stylist Elissa Santisi defines the collection's visual identity, coordinating the wardrobe alongside hair by Tamas Tuzes, makeup by Grace Ahn, and set design by Andy Harman. The project leans into a minimalist and commercial aesthetic, capturing diverse models including Cong Chen, Jadi Wegener, and Paula Soares.