Shop the Shoot

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

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

[ PRIMARY // Trench Vest, also available in Coated Black! // Lex leather Skirt  ]

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  ]  

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] 

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 ] 

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  ]

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 [ holiday ]

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

In Search of...

Primary Fall/Winter 2012: In Search Of from Primary on Vimeo.

We've finally posted our new primary campaign video on our website, hope you enjoy! AND can you spot my cameo? Free primary clutch to the first person who finds me. Email your spotting to us at info@primaryny.com

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 ]

New In [ Fall / Winter 2012 ]

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

Spring / Summer 2013 [ at Coterie ]

Coterie begins today! Our booth info above, so if your visiting the show ~ stop by so we can walk you through our new SS13 collection. We have a huge assortment this season, so it was certainly not easy for us to narrow down to these few looks we showed for our NYFW presentation. [will post more on that later] For now, what's the theme song for the BradyBunch? It would be SO appropriate right now.  

Just In

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

Friday Afternoons

A quick break in the park last Friday after shooting our [ summer sale ] and Greg somehow got the amazing shot below, which i quickly replaced as the homepage of the primary website ~ I love when days like this come together.  Instead of being at the beach this weekend, I'll be at the studio working on our new SS collection ~ my kinda' fun! 

[ Christina wears: Primary Peacou blouse (on sale now!)/ Primary Moet leather skirt (coming soon for Fall)/ & top image Karen Walker sunnies ] 

summer sale

We're having a huge summer sale in the shop! Here's our primary items having fashion moments ~ a compilation of my own images, instagram, behind the scenes and whatnot plus ones from trop rouge /the glamourai /our summer lookbook / teen Vogue and our campaign images by greg swales 

all clothing by primary and on sale now! 

>>> shop the summer sale <<<