Theory

This effortlessly cool sportswear brand’s latest storefront caters to a more-uptown clientele—conservative fashionistas and stroller-pushing power moms—than its downtown counterparts (in the Meatpacking District and Soho). The clean space’s cream tile floors, spotless walls and studio lighting make the clothes pop. Silk racer-back frocks in stripes and solid colors ($255–$275), flowing maxidresses ($375), classic stretch-canvas shorts ($140) and flattering khaki trenches with tortoiseshell buttons ($475) are warm-weather staples with mass appeal. Less accessible (but no less droolworthy) is the capsule collection by former Nina Ricci designer Olivier Theyskens, displayed along the boutique’s one black wall, as if to acknowledge its specialness. Standouts include faded low-rise flared jeans ($265), Madonna-esque cropped bustier tops ($125) and vampy sky-high platforms ($465).