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As the foremost Russian model, Natalia Vodianova has done it all: high glam at Louis Vuitton, gorgeous girl-next-door at Stella McCartney, ultra-femme for Calvin Klein Euphoria. Her latest campaign is for Theory, which is undergoing a fairly significant rebranding since **Olivier Theyskens’**s departure in June 2014. First up was bringing back then promoting womenswear designer Lisa Kulson, who designed the label s first pair of stretch trousers in the nineties. Then came a new brand image, which is where Vodianova factors in. "I wanted our people inside the company and people outside the company to look at Theory with a fresh mind,” Theory CEO Andrew Rosen said earlier this year. “I didn’t want to hold on inside the company to a lot of legacy things that I think were about a time and a place when business was different.” Fall is the model s second season in front of the camera for the label, making her one of the driving forces establishing Theory’s new look. “It is true that I usually have long-lasting relationships [with brands], and this time it felt like it could be a perfect match,” Vodianova wrote over email.
Her reasoning might stem from the fact that the Theory lifestyle is very much in line with her own. A mother to four who keeps her international modeling career going strong, she’s the kind of effortlessly chic woman on-the-go Theory aims to appeal to. In the David Sims–lensed campaign, Vodianova sports the brand s easygoing slacks, loose blazers, and several marled knits she calls “real keepers”—looks not too far off from her real-world uniform. Could Theory s oversize gray turtleneck make the woman who wears it appear as elegantly unstudied as Vodianova? It’s available for preorder on the brand s site; toss it on and see for yourself.