Theory Features Samara Joy in Holiday Campaign
● The Grammy-winning jazz vocalist rose to fame when she won Best New Artist and Best Jazz Vocal Album at this year's Grammy Awards.
Theory will kick off the holidays with a new campaign featuring two-time Grammy Award-winning jazz vocalist Samara Joy as the face.
Joy rose to fame when she won Best New Artist and Best Jazz Vocal Album at this year's Grammy Awards.
The campaign, shot by Tyler Mitchell and styled by Yohana Lebasi, was shot at The Jazz Club at the Aman Hotel in New York.
According to the company, the 23-yearold Bronx, N.Y., native exemplifies Theory's dedication to spotlighting inspiring self-made women around the world, as well as New Yorkers who share the brand's roots and values. Her ability to take classic jazz and make it fresh and new reflects the spirit of Theory's take on the modern wardrobe, the company said.
The collection features looks in lustrous recycled sequins on recycled crepe and velvet with a subtle sheen and stretch meant to hug the body, capturing a new sense of sexiness for the holidays. Theory's Etiennette blazer and Demitria pant are also featured.
“Everyone on set guided me through being able to channel the same kind of Billie Holiday glamour but with my own Samara style,” Joy said. “Each look I wore made me feel empowered.
The quality, the style, the structure — everything was on point.”
The campaign channels jazz icons from old New York — Holiday, Dorothy Dandridge, Sammy Davis Jr. and Frank Sinatra, revisited in a modern way. The images capture the entirely of a jazz performance, from a private moment in Joy's dressing room to performing onstage to waiting in the wings between songs.
Joy debuts her version of the Barry Harris composition, “Now and Then,” featuring her original lyrics, exclusively on theory. com, directed by Mitchell.
The collection launches globally online at theory.com and in stores on Wednesday.
This December, Joy will perform a string of holiday shows across the U.S. with members of her family. Her first collection of holiday music, “A Joyful Holiday,” EP is out now.