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Theory Jumps on Celebrity Bandwagon

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    NEWSLETTERS

    We all know by now that stars have stylists to choose their looks for red carpet (and even casual) events. But we haven't heard much of late from the other side -- the fashion house.

    Sure, once the celeb is swathed in his gown, the designer is on hand to fawn and gush. But the machinations to get said dress on the diva and down the carpet is hardly a cakewalk. And with so much publicity at stake, labels are gearing up.

    Last week at Cannes, Gucci debuted the first look from its newly-launched red carpet-only line -- a burgundy dress worn by Salma Hayek. Now we hear that Theory is positioning itself to get some celebrity love. Mona Sharf, former PR gal at Vuitton has joined Theory as Director of Communications and Celebrity. And in case you haven't peeked at Theory's website lately (who has, really?), they've added an entire roster of chic celebrity stylists touting their favorite Theory looks.

    Does this mean our favorite workwear label is goin' glam? Or are they just jockeying for everyday exposure à la Us Weekly's "Just Like Us"? WIth the increased efforts in dressing west coast lovelies, we predict we'll be seeing more Theory looks on the stars.