Jazz singer Samara Joy celebrates the holidays in Theory’s campaign

CELEBRATING the start of the festive season, New York-brand Theory have enlisted Grammy award winning Jazz singer Samara Joy to star in their campaign. The 23-year-old was born and raised in the city, making her a fitting face for this holiday return.

The Bronx-native exemplifies Theory’s ethos of spotlighting inspiring, self-made women in their respective fields, sharing their roots and values with the musician.

Lensed by Tyler Mitchell and styled by Yohana Lebasi, the campaign was shot in The Jazz Club at the Aman New York, and adds that old school, Hollywood feel to the collection. Hoping to embody and yet revisit the same feel that the likes of Sammy Davis Jr and Frank Sinatra exuded.

Speaking on the experience, Joy said: “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”.

by Imogen Clark