Theory will launch its spring 2026 campaign and collection, Made by NYC. Effortless by Design, on Tuesday. The campaign features actor, director and screenwriter Molly Gordon and actor Ken Leung.
The spring campaign explores New York not simply as a backdrop, but as a mindset — one shaped by purpose, presence and individuality. It aims to evoke the energy and depth of the city.
Shot in natural light in understated city interiors, the campaign was photographed by twin sisters Zhenya and Tanya Posternak.
“Effortless by Design is about intention — how clothes are made, how they move, and how they support real life,” said Dinesh Tandon, Theory Global chief executive officer. “Molly and Ken embody that philosophy in their work and in the way they navigate New York. Their careers reflect thoughtful choices, confidence without excess, and a quiet strength that feels deeply aligned with who Theory designs for today.”
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“New York is so alive,” said Gordon. “It’s fast-paced, but there’s still room to show up exactly as you are. Theory understands the balance. The clothes feel relaxed and considered at the same time, which makes them feel incredibly natural to wear.”
“I was born and raised here, and this city has shaped my point of view. New York teaches you how to move,” said Leung. “You learn when to push forward and when to slow down. Theory’s approach feels very true to that rhythm — the clothes are comfortable, intentional and quietly confident. They let you focus on living.”
The spring collection offers relaxed silhouettes, softened tailoring and fabric innovation.
At the heart of the women’s collection is Washed Twill, a new fabric story available in deconstructed blazers, flowy trousers and dresses. The men’s collection expands on Theory’s signature balance of precision and comfort through Bilen knitwear and the evolution of the In Motion capsule blending tailored lines with technical performance, offering stretch, packability and ease without sacrificing polish.
The campaign and collection launch globally Tuesday online and in stores.
