Theory names Francesco Fucci as womenswear creative director

By

Robin Driver

Published
May 22, 2018

New York-based fashion label Theory announced the appointment of former head designer at The Row, Francesco Fucci, as the new creative director of its womenswear collections on Tuesday, unveiling his menswear-inspired debut collection for the brand.

 
Prior to his five-year stint at The Row, the Italian designer served as the senior design director at Diane von Furstenberg, having previously worked under Francisco Costa at Calvin Klein.
 
Before moving to New York, the graduate of the Naples Professional School for Patternmakers cut his teeth in Milan with American designer Lawrence Steele and spent a period in Paris at Louis Féraud. Here he worked under the direction of Yvan Mispelaere, developing his craft and taking inspiration from the archives of embroidery houses such as maison Hurel, maison Lesage and maison Michel.

Fucci’s debut collection for Theory has been launched for pre-spring 2019 and signals a return to the brand’s roots through the combination of elements of sportswear, workwear and uniform, codes which have helped define Theory’s aesthetic since it was founded by Andrew Rosen in 1997.
 
A release from the brand states that the concept of the collection revolves around “the idea of building a menswear wardrobe for a woman’s body while perfecting the pant, jacket and shirt that Theory started with twenty years ago.”

 
Emphasis is placed on craftmanship and updating Theory’s signature style to ensure that it remains a relevant brand in the contemporary fashion landscape, the brand said. In the resulting collection, Fucci has playfully reinterpreted uniforms – including those of postmen, workers and nurses – reimagining shapes and dimensions, while adding contrasting fabrics and colors inspired by the landscape of Marfa, Texas.
 
Theory is owned by Japan’s Fast Retailing Co. Ltd. which recently posted a 35% rise in Q2 operating profits.