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 ]

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 

fracture [ of a photograph ]

 So much beauty in those in-between moments. These fragmented photographs sit between the first of our new campaign images, shot out east in the Hamptons.  Sometimes I just love a stripped down simplicity, and with this location it just worked. She had such dainty gold rings and bar earrings that you would need a zoom lens to see them, my go-to hamptons tote, socks and the tulpa coat....A coat I have been thinking about a lot lately as I reimagine this shape for our FW14 collection...

XOCleo

PRIMARY [ photography: center image: Greg Swales // photography: 1st and 2nd image: Cleo // makeup: Geeta Khanna // model: Indre Pisk // wearing Primary tulpa Coat // Primary python tote in natural // gold bar earrings  ]  

Life in Black and White

>>> We've added the spring campaign to the site ~ new arrivals here <<<

[ Primary spring 2013 collection // photos: Greg Swales  // styling: Kelly Framel // models: Victoria Anderson and Alexandra Pungitore for Wilhelmina // makeup: Zulieka Acosta // hair: Matthew Green] 

Strict Lines | Primary SS13

[ Strict Lines & Stark Times Editorial featuring // Primary SS13 Collection // Photography: Michael David Adams // Model: Gema Barbosa from Direct Models // Hair and Makeup: Viktorija Bowers ] 

Holiday at Primary

shot by Greg Swales // hair+makeup Ashley Gesner // wearing Primary sequin zig jacket // Primary moet leather skirt 

Holidays are in full swing and I'm living for this extra-glam convertible topper, zips completely off into a crop for evenings ~ I mean, why not have more options.  I love the proportion of it worn with a 3/4 length dress like here.  Check out all holiday arrivals. 

Only a few sizes left in the leather moet skirt, which has been my wear-everywhere skirt this fall.  In reference to the photo above ~ blouse optional this holiday! Actually the styling for this shoot was inspired by Li Ming's elevator scene in our FW12 fashion film. 

Happy Holidays! XOCleo 

New In [ Fall / Winter 2012 ]

B Tee in Dagger print / Silk Oxford / Tron Tux / Silk Block-Ford / Dagger tank dress 

Just In

             >>>   new Primary fall/winter 2012 arrivals!    >>> Shop here <<<

primary X phabrik magazine

photography: Greg Swales / Stylist: Anastasia Patellis 
Primary skirt + Primary ostrich feather belt 

Just in [ Eshop ]

Perfect basics back in stock. Tux blazers / silk tops / and the fringe skirt (THE perfect dancing skirt) in limited quantities! 

FW12 [Campaign]

Finally sharing our new images for the FW12 collection!! although they have already been up on our newly designed website, and the glamourai.

 I went in a total bladerunner/gattaca direction (in a wearable/sporty-glam way of course)[moodboard here] ,and was so utterly inspired by Nick Cave, that I brought in sequins for the first time. The new leather flounce skirt, I've been wearing every chance I get, but for the rest, even I have to wait. Something to look forward to next Fall!

design: Cleo Schroeder

photography: Greg Swales

style: Kelly Framel

hair and makeup: Jennifer Nam

model: Ming Li Geh

XOCleo

Flash [ sale ]

Our first flash sale has begun, with FW11 items. check em' here: 

>>>>  volts.com <<<<

[ Images; Greg Kessler for Primary ]

primary ♥ [ ELLE Canada]

[PRIMARY'S metallic tweed & leather pants in December 2011 ELLE Canada]

>>> CLICK BELOW FOR FULL EDITORIAL >>>

Beauty shot

Fashion photographer Greg Kessler (you know his behind-the-scenes images at fashion weeks from gobackstage.com) shot these beautiful images with primary for Nowness.com 

photography; Greg Kessler / makeup; Lottie Stannard/ model; Masha Voronina 

 clothing; Primary New York

    

[Find above vest HERE]

Ever feel like your in a makeup rut!?? I seriously feel like I wear some of the same colors since high school. And changing per season?? Plllease. Anyways some great season-transitional makeup looks for this spread here: Nowness.com

Jungle Girl

Photos; Greg Swales | Styling; Anastasia Patellis

[ Primary custom ostrich feather skirt + belt (worn on arm)]

Fall Collective

[ find this zig leather jacket: HERE ]

Love this photocollaboration by Charlie&Lee and Gene Doe, styled by Deanna Palkowski featuring some of our Fall/Winter 2011 collection.

Check out the whole spread, here

primary fall/winter 11 [ outerwear ]

 

 

 

primary fall/winter 2011 [ all on our newly re-designed eshop! ]