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!

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  ]  

NuMode | Caught in the Curls

The latest addition of "caught in the curls" by NuMode Magazine. John-Mark came by Primary Studios to make some graphic tee's with me, hung out with Coco&Breezy in the park, video also features Shaun Ross, Cole Escola, Aja Frary, Kimberly Shannon Murphy, Shawn Pyfrom, and Gary Denoia. Boy models from Re:Quest, Q Management, and Red Citizen. 

[ NuMode Magazine // Hosted by John-Mark // Directed by Daniel Rampulla & Alex Minton. ]

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 ]

Beauty | Dolce Vita

Some behind-the-scenes beauty of our Dolce Vita or so we called it, in our sixties, black and white graphic print moments of Primary Spring / Summer '13.  Campaign going online shortly.. 

[ Serving as inspiration:  the New York Public Library // hair + makeup tears // models: Victoria Anderson and Alexandra Pungitore for Wilhelmina ] 

Beauty | Spring Awakening

For the three looks in our Spring Awakening campaign for Primary's spring/summer 2013 collection, we knew we wanted to play with hats. This lends itself to a major lip, and we wanted to balance that, with a naked eye.  Here's how makeup artist Zulieka Acosta created this look:

Skin

  For that dewy fresh look I started w a spritz of Claudalie's beauty elixir, and prepped the face with MAC's strobe cream. I then used MAC studio moisture concealers and face and body foundation by MAC, I finished with well dressed blush by MAC on the apples of the cheeks.

Lip

I used MAC's smolder, a black eyeliner around the lipline and filled it in with MAC nightmoth lip liner. I then used lip conditioner to soften and add a little shine.

Eyes

To create the nude eye, I used two very pale skin colored eyeshadows, bliss and linen by smashbox.  Add a frosty shadow on inner corners of the eye, and volia!  I used flirt by smashbox, but copacabana by Nars is a great highlighter as well.

Hair

Matthew Green straightened the ends with at flat iron on Victoria's natural wavy hair and created waves on Alexandra's hair using Schwarzkopf Hair Products:  [ "Grip It" mouse / "Dust It" powder / "Elastic" hair spray ]  

Primary spring / summer 2013 campaign

[Images by Greg Swales // styling: Kelly Framel // hair: Matthew Green // makeup: Zulika Acosta ] 

SS13 | behind the scenes

We had beautiful girls, an amazing team and perfect lighting ~ so I guess the fact that I captured these on my Canon G9 on auto setting, wasn't all luck.  

Kelly and I, kept playing around with the ideas of friends dressing alike, which is 'big' right now, but for me, brought back a time when my best friends were everything in this world. We shared closets and secrets and skipped school and yes, were all-round crazy bad girls. Everyone must explore their dark side in their youth, and while we touched on this theme for spring, you'll see the full scope of the idea in my FW13 collection for primary.

"Tell me, what is it you plan to do

With your one wild and precious life?" 

Mary Oliver ~ "the summer day"

[behind-the-scenes of Primary spring/summer 2013 collection // photos: Cleo Schroeder // styling: Kelly Framel // models: Victoria Anderson and Alexandra Pungitore for Wilhelmina // makeup: Zulieka Acosta // hair: Matthew Green] 

fall/winter 2013 [ bordeaux beauty ]

[ behind-the-scenes images by Franco Polar ] 

For our new fall/winter 2013 campaign, we wanted makeup artist, Geeta Khanna to create a vampy bordeaux lip and smoky eye with the same color story.  Its a look that I've been trying to incorporate into my own beauty routine, except with a much more minimal eye. It's SO easy to get in a beauty rut and do the same old thing, so I hope this inspires you to create some drama for Valentines! 

Eyes 

Foxy Lady eye kohl

M.A.C Costa Riche eye kohl

M.A.C ohh cream color base

M.A.C Brown Script eyeshadow

L’Oreal lash blast mascara in Very Black

Lips

M.A.C Burgundy Lip pencil

M.A.C Velvetta cream liper

M.A.C Dark side lipstick

Skin

Giorgio Armani Luminous Silk foundation

Medium Dark Mineralize Skinfinish

Makeup Forever HD Powder

M.A.C Virgin Isle Cream Color Base

studio [ castings ]

Last week consisted of final model castings for our FW13 shoot / finding shoe+styling options, [ very excited that this will be the first season all hats/scarves/bag accessories and of course clothing, everything, but the shoes are from Primary ] / Oh and a little selfie of me and my favorite primary leather Moet skirt.  Due to popular demand we have our "original" favorite leather skirt in new colors for this season. Stay tuned on instagram to see which one! 

studio [ handmade ]

We've been getting crafty at the studio for FW13! Here's me trying on our [ made in new york ], hand-crocheted beanie with oversize pom / getting real w stencils+charcoal and a few of my sketches / the lovely Kelly voguing in our new beanie in front of primary's FW13 mood board.

[ All images from primary's / my instagram ]

SS13 Prints [ behind-the-scenes ]

The overall mood, some sketches and playing 'paper dolls' at the studio, my favorite way to choose the scale of our print design.  All of our SS13 production is starting to flow in, but with the snowfall this weekend in New York, a warmer season seems way faraway! 

twenty twelve

Twenty twelve was a big year for Primary, it began with our 2012 spring/summer collection which debuted our first accessory! Of course we stuck with our primary ethos, of simple luxury and created the easiest fold-over clutch in gorgeous hand-painted skins. Am happy to announce that we now have added numerous styles to our accessory group, all arriving in stores and our eshop early 2013. 

Roderick Rojo joined Primary as Design Director! The single most important decision of 2012. And then we setup a proper design studio.

The 2012 fall/winter collection! and the campaign images that Greg Swales, Kelly Framel and I created.

We grew our eshop adding a ton of exclusive items.  And Christina rocked them! 

Primary's first film! This moment felt like full circle from my days in costume design on film sets. 

We fully embraced social media! You can find me tweeting/facebooking/tumbling/pinning/or doing it all thru instagram at any given moment, much to my boyfriends annoyance.

Our NYFW debut with our spring/summer 2013 collection. A truly special moment for us, more on that in 2013.

[ Images via Primary / Greg Swales / The Glamourai / Yayisima ] 

The past year has just flown by and now that its officially 2013, I am moving onward! I hope everyone had a fantastic new years celebration and to a thrilling 2013 for us all!