The Theory Icon Project commissioned photographer Diego Fuga to create a series of images that were installed at Theory locations around the world. These images appeared in mediums ranging from billboards in central Tokyo, to mural installations, to a display at Theory Corporate Headquarters.
Diego Fuga was born in Milan, where he started working with art directors and fashion photographers. After high school he was awarded a photography scholarship at G.G. Bauer. In 1999, he opened his studio in Milan and began cooperating at different levels with brands such as Brioni, Cerruti, Calzedonia, Cappucci, Diesel, Etro, New York Industry, Puma, Reebok, and Victor Victoria. His work entails fashion, portraits, and fine art. His pictures have been selected for the book “Lo Sguardo Italiano,” a history of Italian fashion.