TRUE GRIT, AND BRITT: Britt Lower, the breakout star of sci-fi series “Severance,” has landed her first fashion campaign, appearing in Theory‘s fall 2025 effort, which breaks Wednesday in tandem with the collection’s in-store and online launch.

He co-star in the spots is dancer Calvin Royal III, a principal with the American Ballet Theatre, along with the city of New York, the sometime backdrop and overall theme of the campaign, titled “Made by NYC.”

In one image, Lower is seen leaning from a rooftop perch, a wall of skyscrapers behind her. She and Royal also appear in studio images against a white seamless, sometimes draping themselves on modernist furniture.

“New York has truly shaped me as an artist,” said Lower, who was born in Illinois, but currently resides in Brooklyn. “Understanding that Theory draws inspiration from the city — its architecture and the art of everyday life — means a lot to me. The clothing reflects an elegant minimalism that exudes quiet confidence. To me, it’s the essence of New York.”

Lower is also known for her roles in the series “Unforgettable” and “Man Seeking Woman,” and she is nominated for her leading role in “Severance” at this year’s Primetime Emmy Awards, scheduled for Sept. 15.

Royal concurred that Theory “understands the poetry and rhythm of New York. The clothing moves with intention, and as a dancer, that makes all the difference.” While born in Florida, he trained at the Jacqueline Kennedy Onassis School at the American Ballet Theatre in New York.

Joshua Woods photographed the pair, with styling by Jasmine Hassett.

According to Dinesh Tandon, Theory’s global chief executive officer, Lower and Royal “personify the modern spirit of New York. They’ve made their mark here, and that means something. This campaign is a tribute to creative ambition and the drive to shape culture.” 

Founded in 1997 and headquartered in New York’s Meatpacking District, Theory makes clothing geared towards the active, modern urbanite. Fall’s offering includes voluminous trousers, sculptural dresses, relaxed suits, lots of knitwear and capsules for men in Motion Wool and Motion Nylon fabrics.