5.26.2014

editorial | dressed to kill magazine // spring 2014





Dressed to Kill Magazine // photography: Greg Swales // Style: Cleo Schroeder // Hair+Makeup:Vanessa Jarman // Article Written by: Lauren Chan ]



5.16.2014

press | dressed to kill magazine

I had so much fun styling this shoot featuring the stunning Danielle Knudson [ current GUESS girl that is literally everywhere from billboards to all the major magazines; when you become a GUESS girl your well on your way… 


Pictured above: IT GIRL for Dressed to Kill Magazine // [ Danielle Knudson wearing // Donna Karan sweater / GUESS men's vest / Primary Fringe Skirt / Chloe boots / Leather cuffs / 3 sphere ring

Pictured above: Danielle Knudson wearing // Primary Moto Jacket / Primary Sheer Trench / Primary Torus Tank / Primary thigh-high leggings / Christian Louboutin pumps ]

IT GIRL for Dressed to Kill Magazine // photography: Greg Swales // Style: Cleo Schroeder // Hair+Makeup: Vanessa Jarman // Article Written by: Lauren Chan ]

Greg Swales; my creative collaborator and I went to the GUESS corporate flagship to pull for this shoot; and brainstormed the concept right in the waiting room. Flipping through the GUESS coffee table book of all the famous black+white campaigns that both of us had so engrained in our fashion memories of the 90's. We were pumped! Most would visually recall the glamorous, buxom blondes of GUESS; Claudia Schiffer with the side-swept bangs/french twist; in that black lace bustier, Anna Nicole-Smith, and more recently Kate Upton. But we chose to be inspired by the bad-girls of vintage GUESS from the 90's; the Drew Barrymores, Shana Zadrick with a cigarette dangling from her mouth, Valeria Mazza standing on the bar in leopard boots; the amazing Motorcycle series…

[ Will be sharing the full editorial spread that we shot over the weekend, so stay tuned! ] 

XO Cleo 

4.17.2014

Style Notes | Kate Horsman



I love seeing how women style my designs, it is unquestionably the most gratifying part of my job. There's nothing like a girl who can take a primary piece a truly make it her own [ the whole you-wear-the-dress VS the dress-wears-you mantra ]  Today I am featuring Kate; and old friend of mine from my hometown of Vancouver, Canada.  

We first met about a decade ago, during a modeling gig ( I guess the tall girls were unavailable?!? ) and I instantly liked her.  She's one of those cool-girls that's natural, kind, unpretentious and entirely comfortable in who-she-is and her sense of style has always reflected that.  Back then we called her Pony, a reference to her last name [ Horseman ], something so sweet and endearing, although I don't think anyone still calls her that! 


Anyways fast-forward a few years, after I had left Vancouver for New York, finished Design School at Parsons, and got my feet wet in the world of new york fashion design ~ and was launching PRIMARY. I wanted her to style the first collection, even thought she wasn't a stylist. I just innately knew she 'got' our aesthetic + essentials vibe.  It ended up not working out ~ due to scheduling issues but it's amazing for me to see that she did end up using her instinctive skill and translated that to her current fashion blog, and all aspects of her life [ including her gorgeous apartment pictured here, which is so her. ]   Also, very cool for me to see her rocking out in PRIMARY.  Thanks Kate!! See you this summer. 

XO Cleo 

STYLE NOTES [ repost // all images from Bullet with Butterfly Wings ] // [ Kate Horsman wearing: // Phoebe Price hat // PRIMARY oversize tee // Zara Blazer // Athena Atelier necklace // PRIMARY leather fringe skirt // Ash boots. ] 

4.09.2014

Style Notes | Erin Framel




A gorgeous sunny day in New York, deserves a gorgeous sunny post.  Today we feature Erin Framel for our Style Series, the classically glamourous, behind-the-scenes Boss ( and sister ) to the style house and editorial site The Glamourai

She's a busy young lady ~ from editorial meetings, working with PR houses to styling, she's behind every moment, making it happen. I've been inspired watching her professional New York journey and how it has evolved her sartorial choices. I love her new depth, but she will always be the red lipped-low chignon-diamond dangles-a-line dress-structured pill-box purse-classy Texas girl to me.

So here's how Erin wore her Primary leathers ~ she's kept those red lips, added a touch of day-glam with this layered chiffon Nicole Miller top / Adrienne Landau fur scarf and made it all business with her new lady briefcase from Coach. I love this bad-ass side of her! Thoughs? And no, we didn't shoot this today, if you notice the frozen fountain behind Erin...Thankfully that's all behind us now ~ to Spring! 


 STYLE NOTES // Erin Framel [ wearing: PRIMARY moto jacket / Nicole Miller top / Adrienne Landau scarf / Rachel Zoe boots / PRIMARY moto leggings / RetroSuperFuture sunnies ] 

Thanks Erin! 

4.01.2014

Shop the Shoot

[ PRIMARY SPRING 13 CAMPAIGN // Akasha Cape // Fringe Sweater // Square Skirt


[ PRIMARY // Sheer Trench // Python Evening Clutch, more colors here. ] 

[ PRIMARY // Trench Vestalso available in Coated Black! // Lex leather Skirt  ]

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