Reed Krakoff launched his eponymous label in 2010 after nearly two decades as the creative engine behind Coach — the man credited with transforming a $500 million accessories business into a $4 billion global brand. His own label was something different: a serious attempt to build a new American luxury house from scratch. Intellectual, architectural, art-informed. The kind of clothes that referenced Donald Judd as readily as they did sportswear. It opened on Madison Avenue. Then Las Vegas. Then Tokyo. The industry took notice.
Reed Krakoff launched his eponymous label in 2010 after nearly two decades as the creative engine behind Coach — the man credited with transforming a $500 million accessories business into a $4 billion global brand. His own label was something different: a serious attempt to build a new American luxury house from scratch. Intellectual, architectural, art-informed. The kind of clothes that referenced Donald Judd as readily as they did sportswear. It opened on Madison Avenue. Then Las Vegas. Then Tokyo. The industry took notice.
Theory is contemporary luxury at its most functional — a nearly billion-dollar global brand with over 400 locations worldwide. It doesn't traffic in fantasy. It sells the kind of clothes an ambitious, intelligent person reaches for without having to think.
THE WORK
Reed is one of those rare designers who understands that fashion is never really about clothes. It's a way of seeing. His references ran deep — modern furniture, contemporary photography, the tension between utility and refinement — and working alongside him meant entering that world fully. Each season began not with a brief but with a conversation about ideas: which artists were resonating, where the collection's emotional core lived.
My role was to translate that into everything the brand said visually — campaigns, digital, the in-
store environment, and the film and photographic work that became its public face. The roster reflected the seriousness of the work. Melanie Ward. Edward Enninful. Stella Tennant. Julianne Moore. Malgosia Bela. Not casting for reach. Casting for meaning.
The Spring 2013 campaign film with Laetitia Casta is the cleanest example of the collaboration at its best — unhurried, precise, unsentimental. The kind of work that holds up.
THE WORK
Reed is one of those rare designers who understands that fashion is never really about clothes. It's a way of seeing. His references ran deep — modern furniture, contemporary photography, the tension between utility and refinement — and working alongside him meant entering that world fully. Each season began not with a brief but with a conversation about ideas: which artists were resonating, where the collection's emotional core lived.
My role was to translate that into everything the brand said visually — campaigns, digital, the in- store environment, and the film and photographic work that became its public face. The roster reflected the seriousness of the work. Melanie Ward. Edward Enninful. Stella Tennant. Julianne Moore. Malgosia Bela. Not casting for reach. Casting for meaning.
The Spring 2013 campaign film with Laetitia Casta is the cleanest example of the collaboration at its best — unhurried, precise, unsentimental. The kind of work that holds up.
THE WORK
Reed is one of those rare designers who understands that fashion is never really about clothes. It's a way of seeing. His references ran deep — modern furniture, contemporary photography, the tension between utility and refinement — and working alongside him meant entering that world fully. Each season began not with a brief but with a conversation about ideas: which artists were resonating, where the collection's emotional
core lived.
My role was to translate that into everything the brand said visually — campaigns, digital, the in-
store environment, and the film and photographic work that became its public face. The roster reflected the seriousness of the work. Melanie Ward. Edward Enninful. Stella Tennant. Julianne Moore. Malgosia Bela. Not casting for reach. Casting for meaning.
The Spring 2013 campaign film with Laetitia Casta is the cleanest example of the collaboration at its best — unhurried, precise, unsentimental. The kind of work that holds up.
THE WORK
Reed is one of those rare designers who understands that fashion is never really about clothes. It's a way of seeing. His references ran deep — modern furniture, contemporary photography, the tension between utility and refinement — and working alongside him meant entering that world fully. Each season began not with a brief but with a conversation about ideas: which artists were resonating, where the collection's emotional core lived.
My role was to translate that into everything the brand said visually — campaigns, digital, the in-
store environment, and the film and photographic work that became its public face. The roster reflected the seriousness of the work. Melanie Ward. Edward Enninful. Stella Tennant. Julianne Moore. Malgosia Bela. Not casting for reach. Casting for meaning.
The Spring 2013 campaign film with Laetitia Casta is the cleanest example of the collaboration at its best — unhurried, precise, unsentimental. The kind of work that holds up.
WHAT IT MADE
The brand closed in 2015. But the rigor of working at that level — every frame carrying weight,
references running deeper than trend, the best people in the room — became a baseline. It traveled. The same discipline informed what came next at Theory and Ann Taylor, where I was brought in to lead creative at a different scale entirely. Some of those collaborators came too — proof that a shared standard, once established, tends to travel.
WHAT IT MADE
The brand closed in 2015. But the rigor of working at that level — every frame carrying weight, references running deeper than trend, the best people in the room — became a baseline. It traveled. The same discipline informed what came next at Theory and Ann Taylor, where I was brought in to lead creative at a different scale entirely. Some of those collaborators came too — proof that a shared standard, once established, tends to travel.
WHAT IT MADE
The brand closed in 2015. But the rigor of working at that level — every frame carrying weight, references running deeper than trend, the best people in the room — became a baseline. It traveled. The same discipline informed what came next at Theory and Ann Taylor, where I was brought in to lead creative at a different scale entirely. Some of those collaborators came too — proof that a shared standard, once established, tends to travel.
ROLE
Brand Art Director
ROLE
Brand Art Director
ROLE
Brand Art Director
ROLE
Brand Art Director
KEY COLLABORATORS
Reed Krakoff (Creative Direction & Photography)
Richard Ferretti (Creative Director of Coach/RK prior to 2011)
Valérie Hermann (Reed Krakoff CEO)
Melanie Ward, Vanessa Trania, Edward Enninful, Marie-Amélie Sauvé, (Styling Direction)
Steven Sebring, Robert Hamada, Horacio Salanis, Jens Mortensen, Nicholas Alan Cope, Cari Vuong (Photography & Film)
Siddhartha Shukla (CMO)
Damian Tedeschi (Visual Design)
Jeff Knoh, Bob Contursi, Eric Lewis (Web Development)
KEY COLLABORATORS
Reed Krakoff (Creative Direction & Photography)
Richard Ferretti (Creative Director of Coach/RK prior to 2011)
Valérie Hermann (Reed Krakoff CEO)
Melanie Ward, Vanessa Trania, Edward Enninful, Marie-Amélie Sauvé, (Styling Direction)
Steven Sebring, Robert Hamada, Horacio Salanis, Jens Mortensen, Nicholas Alan Cope, Cari Vuong (Photography & Film)
Siddhartha Shukla (CMO)
Damian Tedeschi (Visual Design)
Jeff Knoh, Bob Contursi, Eric Lewis (Web Development)
KEY COLLABORATORS
Reed Krakoff (Creative Direction & Photography)
Richard Ferretti (Creative Director of Coach/RK prior to 2011)
Valérie Hermann (Reed Krakoff CEO)
Melanie Ward, Vanessa Trania, Edward Enninful, Marie-Amélie Sauvé, (Styling Direction)
Steven Sebring, Robert Hamada, Horacio Salanis, Jens Mortensen, Nicholas Alan Cope, Cari Vuong (Photography & Film)
Siddhartha Shukla (CMO)
Damian Tedeschi (Visual Design)
Jeff Knoh, Bob Contursi, Eric Lewis (Web Development)
KEY COLLABORATORS
Reed Krakoff (Creative Direction & Photography)
Richard Ferretti (Creative Director of Coach/RK prior to 2011)
Valérie Hermann (Reed Krakoff CEO)
Melanie Ward, Vanessa Trania, Edward Enninful, Marie-Amélie Sauvé, (Styling Direction)
Steven Sebring, Robert Hamada, Horacio Salanis, Jens Mortensen, Nicholas Alan Cope, Cari Vuong (Photography & Film)
Siddhartha Shukla (CMO)
Damian Tedeschi (Visual Design)
Jeff Knoh, Bob Contursi, Eric Lewis (Web Development)
Get in touch…
Get in touch…
Get in touch…