Theory: Our Time is Now

To celebrate twenty years of Theory, we partnered with leaders in the film and fashion industries and asked them to share their perspective on our story. A creative collaboration between the filmmakers N + N Films and writer/director Jun Diaz, the film follows several generations of Theory women through pivotal moments in their lives, paying tribute to our New York City heritage and the strong, independent women that we continue to dress. The film highlights the past, present, and future of the company and our founding principles of exceptional fits, innovative fabrics, and enduring style.

“History is made by the choices we make, the people we make them with, and the places we make them in. And history is continually written. It is with this idea in mind that my creative partners Nian Fish and Natane Boudreau of N + N Films and I approached conceptualizing Theory’s film celebrating twenty years of its existence and anticipating the next twenty. We focused on what has inspired the brand through the years, and will continue to inspire Theory into the future: generations living life to the fullest. With New York City as backdrop, we start in 1997, the year Andrew Rosen founded Theory and journey to the present through a series of selfies taken by young women documenting a special time and place in their lives, as they’re on the verge of what’s to come. We see a fragment of each of their stories, with each scene becoming a part of a compelling whole. When we get to the present and look back, a message becomes clear: While we can celebrate the past, every day is another chance to write history. The future is ours to forge. Our time is now.” – Jun Diaz, Director.

[ruzzelladrian]

I really love how this ad campaign romanticizes our relationship with technology, photography, and self-expression.