Fashion house Theory presented its Holiday 2023 campaign starring the two-time Grammy Award-winning jazz vocalist Samara Joy. Samara’s meteoric rise to fame, highlighted by her wins for Best New Artist and Best Jazz Vocal Album at the recent Grammy Awards, finds a new avenue in the world of fashion as she debuts in Theory’s holiday advertisement. The campaign, artfully captured by fashion photographer Tyler Mitchell and meticulously styled by Yohana Lebasi, unfolds at The Jazz Club situated in the Aman Hotel. Beauty is work of hair stylist Lacy Redway, makeup artist Marcelo Gutierrez, and manicurist Honey.
Hailing from the Bronx and aged just 23, Samara Joy embodies the ethos of Theory – highlighting inspiring, self-made women, especially those resonating with the brand’s New York lineage and principles. Samara’s exceptional talent in reimagining timeless jazz renditions aligns with Theory’s contemporary approach to the modern wardrobe.
The holiday collection exudes elegance, featuring outfits adorned with luminous recycled sequins placed on recycled crepe and velvet materials. These fabrics possess a delicate sheen and elasticity that gracefully clings to the body, invoking a revamped sense of allure apt for the festive season. The renowned Etiennette blazer and Demitria pant from Theory’s collection highlight this sense of assertiveness and grace.
Drawing inspiration from timeless jazz legends like Billie Holiday, Samara expressed her exhilaration about the campaign, stating, “Everyone on set guided me through being able to channel that same kind of Billie Holiday glamour but with my own Samara style. Each look I wore made me feel empowered. The quality, the style, the structure – everything was on point.“
Echoing the vintage vibes of past jazz maestros such as Billie Holiday, Dorothy Dandridge, Sammy Davis Jr., and Frank Sinatra, the campaign encapsulates the myriad emotions experienced during a jazz performance – from intimate dressing room preparations to the exhilaration of the stage performance, and the anticipation during intermissions. In an exclusive for Theory.com, directed by Mitchell, Samara unveils her rendition of the Barry Harris track, “Now and Then,” imbued with her personalized lyrics.
