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 

Primary Spring 2014

[ above PRIMARY SPRING 2014 CAMPAIGN [ photographer: Greg Swales // model: Indre Piskarskaite from Q Models // makeup: Geeta Khanna ] 

[ behind-the-scenes // Indre wearing Primary's classic Moto Jacket with our silk Baxis Pants ]

[ behind-the- scenes // PRIMARY Spring 2014 // Cleo's iPhone // Model: Indre Piskarskaite from Q Models // Makeup: Geeta Kanna ] 

A spring collection delivering to stores in January is just totally perplexing! So for this season,  [ coming soon, to Revolve and our shop ] we worked with warm merino knits and wools, but kept the colors very spring-transitional.   The merino wool sweater ~ is light and creamy with a hint of grey honeycombed raglan sleeves, the Torus draped back top in porcelain ( a thicker fabric than the summer version ), classic leather jackets, button ups, and the new Lex zipper leather skirt have all hit the shop.

We have some amazing trench coats in addition to the rest of the spring collection coming up shortly ~ along with the fabulous campaign images shot by Greg Swales, so stay tuned. In the meantime, have you checked out our Winter Sale? I am adding items daily so keep checking if you have your eye on something!

last days of summer

 [ Repost from The Glamourai // wearing: Primary boho dress // Soludos shoes // Hat Attack hat // Buji Baja bag // Photos: by Paul Brooke Jr. ] 

It's hard to believe the final week of summer is already upon us! So lets all soak it up.  In the meantime we've got tons of great deals, on all summer goods and fall-transitional items at the shop

Channeling Jackie-O

Just found these old test shots from right-after our Spring/Summer '13 New York Fashion Week presentation of our model channeling Jackie Kennedy Onassis, whose leisure and vacation style served as inspiration to Kelly Framel's dressing of our show.  The model had a startling resemblance to the late fashion icon and had a face that light up entirely when she smiled...

The last dress never made it to production, but you can find the top two looks [ on sale, here ]

Style Notes

For me, there's nothing more exciting than a girl wears a one of my designs in a completely fresh way. Thats why I began Primary, to be that essential piece in your wardrobe that you style and make your own.  In this case, this is not your average girl, but stylist / chic maven extraordinaire of the uber popular blog The Glamourai.  She's approaching her 5 year anniversary of the blog! A huge congratulations to Kelly! 

Here she's taken the Primary Torus Tunic, and worn it backwards, paired with skinny jeans.  I know, genius right??! Just another creative idea that will pop into her head during a shoot, and make the look. Just like the oxford wrapped around the waist in this primary campaign. 

[ All images c/o The Glamourai // Photography by Austin Phelps //  See more of our work together HERE. ] 

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 ] 

spring | summer 2013 [ campaign ]

Spring has officially sprung at primary, with our new arrivals coming weekly!  Here's a peek at the first set of our campaign images for this spring/summer 2013 season.  Thanks to Greg, Kelly, Victoria and Alexandra for an amazing day shooting "spring" in the beginning of winter at Bryant Park. These girls were rockstars! Stay tuned for behind-the-scenes and beauty for this shoot. 

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

Style Notes [ Just Dandy ]

A perfectly polished way to layer and stay warm this winter. As of now, my boyfriend will wake up tomorrow morning without a single tie to wear to work.  And can someone please tell me who this girl with the short hair is?? Her color combos are impeccable, she's slim in up to 5 layers [pink jacket image] and everyone at our studio is dying.

[ All photos by our favorite Canuck Tommy Ton ]

Spring 2013 [ Collection Inspirations ]

For Spring 2013, Roderick and I created a bold, black+white graphic print for the collection.  Turned out we weren't the only designers feeling the mod vibe, Im seeing this spring story in every magazine right now! Here's some of our original tears I began collecting late Spring 2012.

We'll be introducing the new spring collection online in February, so until then I'll be blogging some of our design inspirations, beauty looks, styling notes, presentation images, the campaign and of course the entire lookbook

stay tuned!