NEW YORK — Theory has made two strategic hires: Siddhartha Shukla is joining as chief marketing officer, effective Sept. 16, and Chris Tate will start as president, retail and e-commerce, on Sept. 23. Both are newly created roles, and report to Andrew Rosen, global chief executive officer of Theory and Helmut Lang.
Shukla joins from Reed Krakoff, where, most recently, he was vice president of marketing and communications. Prior to that, he held senior roles at Gucci and Yves Saint Laurent. He will oversee global branding and communications for both Theory and Helmut Lang.
Tate joins from James Perse, where he served as president for the past three years. Previously, he worked at Giorgio Armani and St. John Knits. He will now manage direct retail channels for the Theory and Helmut Lang brands in North America and Europe.
The hires come at a time of international expansion for both brands. “I believe their level of experience will be an excellent complement to our existing organization and will allow us to accelerate our global initiatives,” Rosen said.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
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