December Shopping

Indre Piskarskaite wearing Moto Jacket / Sweatshirt / Baxis Pant // ALL PRIMARY// Shot by Greg Swales // Makeup by Geeta Khanna ]

 New Arrivals for this holiday season, coming daily! Check what's new 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 ] 

new in [ holiday ]

Sequins for the holidays have arrived in the shop! Check out what's new [HERE] 

Primary ♥ [ Lucky ]

Thanks to John Jannuzzi and Lucky for featuring me in their "young guns" article a while back. I was super excited to be shot by Justin Chung in my new studio for the first time! As usual the 'monkey with a gun' Albert Watson print was a huge hit. The other painting is a Miro-esque abstract Kelly spotted during our "decorate the studio" trip to Brimmies flea. 

I wore the current primary fall/winter oxford and leather skirt, both on major rotation right now, with these lil zara booties that probably cut-of my legs too much...  

press [ leather moet skirt ]

Excited to see Christina Milian on The Voice, looking gorgeous in our Fall leather flounce skirt! My sister loves the show and was super excited to see my skirt, so thanks for reporting the news Bird!  

Our Leather Moet skirt is available here, with lots more new arrivals!

primary fashion film [ "in search of" ]

Video stills from my favorite moment, the finale scene of our fall/winter 12 primary film. I got such an incredible rush from collaborating on this film with Greg Swales, that i was up at 5am this morning, concepting/storyboarding our SS13 film which we'll be filming next month, totally crazy i know (for the morning after our premiere party) but the best ideas, always seem to come in lucid dreams...

Thanks to everyone that came out to the New York premiere last night! so. much. fun! will post some party pics shortly and we will have the film up on primaryny.com early next week. Enjoy the weekend! XOCleo

primary fall collection [ fashion film teaser ]

 We are premiering our fall / winter 2012 movie, titled "In Search of", tonight in New York! Here's a little teaser of the first few scenes!                    [email roderick@primaryny.com for press / rsvp ]

primary X phabrik magazine

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

Primary ♥ [ Vogue India ]

 Our Spring/Summer 2012 coral peacou blouse worn by New York "It Girl" Shamina Mehta in June's Vogue India! 

 >>> Find the coral+magenta blouse here!! <<<

primary ♥ [ ELLE Canada]

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

>>> CLICK BELOW FOR FULL EDITORIAL >>>

primary ♥ [Slang Skirt]

All Photos; Jeremy James for THE GLAMOURAI | Slang skirt available HERE

Met a new friend in Hong Kong, and was very excited to hear that she'd heard of our primary clothing line through my dear friend, the glamourai's blog! It reminded me of what a small place this world really is, and the reach you can have when you are truly a style arbiter like Kelly is. She specifically reminded me of this post of Kelly in our FW11 Slang skirt so I thought I'd share, I absolutely love her in this look.  

Interview //

So I did this fun lil interview with the gals over at DL1961 Denim, for there newly launched [BLOG] and was able to make out with a few pairs of their jeans as well ~ have to say, I've been wearing the black waxed ones like mad.

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

EYE SPY

i spy 2 little primary clutches on 'the coveteur'! 

like the rest of you, Im totally obsessed w the clean, beautiful images produced by the canadian girls with the genius idea. What fashion girl doesn't want a peek into our modern-day-tastemakers homes!?!!

Images; ALL the coveteur 

Primary ♥ [FASHION magazine]

 Many thanks to Joy for the great interview! Readable version HERE

Primary ♥ [NYLON]

Dashed into the nail salon Friday evening for a quick mani/pedi and what magazine is on the chair?? the October issue of Nylon! 

Seeing our Primary fringe skirt in the FOB pages, was pretty much the best kickoff to the weekend ever! 

Many thanks to Tamar, Kelly, and Samantha ;) 

primary ♥ [Gazia]

Kelly Framel in Primary blouse and skirt in todays Grazia.it

>>> Click below for more images! <<<