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 

Style Notes | Kate Horsman

I love seeing how women style my designs, it is unquestionably the most gratifying part of my job. There's nothing like a girl who can take a primary piece a truly make it her own [ the whole you-wear-the-dress VS the dress-wears-you mantra ]  Today I am featuring Kate; and old friend of mine from my hometown of Vancouver, Canada.  

We first met about a decade ago, during a modeling gig ( I guess the tall girls were unavailable?!? ) and I instantly liked her.  She's one of those cool-girls that's natural, kind, unpretentious and entirely comfortable in who-she-is and her sense of style has always reflected that.  Back then we called her Pony, a reference to her last name [ Horseman ], something so sweet and endearing, although I don't think anyone still calls her that! 

Anyways fast-forward a few years, after I had left Vancouver for New York, finished Design School at Parsons, and got my feet wet in the world of new york fashion design ~ and was launching PRIMARY. I wanted her to style the first collection, even thought she wasn't a stylist. I just innately knew she 'got' our aesthetic + essentials vibe.  It ended up not working out ~ due to scheduling issues but it's amazing for me to see that she did end up using her instinctive skill and translated that to her current fashion blog, and all aspects of her life [ including her gorgeous apartment pictured here, which is so her. ]   Also, very cool for me to see her rocking out in PRIMARY.  Thanks Kate!! See you this summer. 

XO Cleo 

STYLE NOTES [ repost // all images from Bullet with Butterfly Wings ] // [ Kate Horsman wearing: // Phoebe Price hat // PRIMARY oversize tee // Zara Blazer // Athena Atelier necklace // PRIMARY leather fringe skirt // Ash boots. ] 

Style Notes | Erin Framel

A gorgeous sunny day in New York, deserves a gorgeous sunny post.  Today we feature Erin Framel for our Style Series, the classically glamourous, behind-the-scenes Boss ( and sister ) to the style house and editorial site The Glamourai. 

She's a busy young lady ~ from editorial meetings, working with PR houses to styling, she's behind every moment, making it happen. I've been inspired watching her professional New York journey and how it has evolved her sartorial choices. I love her new depth, but she will always be the red lipped-low chignon-diamond dangles-a-line dress-structured pill-box purse-classy Texas girl to me.

So here's how Erin wore her Primary leathers ~ she's kept those red lips, added a touch of day-glam with this layered chiffon Nicole Miller top / Adrienne Landau fur scarf and made it all business with her new lady briefcase from Coach. I love this bad-ass side of her! Thoughs? And no, we didn't shoot this today, if you notice the frozen fountain behind Erin...Thankfully that's all behind us now ~ to Spring! 

 STYLE NOTES // Erin Framel [ wearing: PRIMARY moto jacket / Nicole Miller top / Adrienne Landau scarf / Rachel Zoe boots / PRIMARY moto leggings / RetroSuperFuture sunnies ] 

Thanks Erin! 

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  ]

I ♥ New York

I teamed up with Century 21, Caravan Stylist Studios and 31 other designers including Nanette Lepore, Walter Baker, and Shoshanna to reimagine the iconic "I  ♥ NY tee", an initiative to support Save the Garment Center, a non-profit organization that aims to preserve New York's Garment District and support factories, suppliers and designers through education and advocacy.

[ Christina Caradona wears PRIMARY'S one-of-a-kind "I ♥ New York" leather and python tee ~  on sale at Century 21 tonight at 5:30pm EST for $100! all proceeds benefit, The Save the Garment Center Foundation // worn with Primary's Lex skirt ] 

  This was a fun project to reinterpret the classic, I ♥ NY tee, since at Primary my design aesthetic is basically, reinvented classics. Of course, my instinct was to elevate it to a luxe fashion piece, so I recut the body in leather, added a python heart and finished with a zipper up the back.  I loved the shiny texture of the lettering and trademark, so we kept that from the original tee.

>>> Come celebrate with us and check out all 32 designs tonight! <<<

About Save The Garment Center

STGC promotes fashion companies and brands who design and produce quality clothing in the Garment District and in New York City. There are 24,000 apparel manufacturing jobs in New York City that make this domestic clothing production possible, and STGC creates transparent access to all of these resources for the future designers of America. These resources enable new fashion entrepreneurs to start a business and a fashion line leading to the creation of American jobs. Whether you are an established or emerging designer, a consumer, a fashion junkie, or simply a concerned American citizen, we ask you to join us in supporting New York’s Garment Center. As a non-profit organization, we support factories, suppliers, and designers through education and advocacy. We are ambassadors to all programs that support and create awareness for our members. There is no other Garment Center in the world like ours. The Garment Center is the soul of Midtown Manhattan, and the backbone of the NYC fashion industry. www.savethegarmentcenter.org

Style Notes | Mija Knezevic

 Style Notes // Mija Knezevic // photographed by: Scott Brasher // Mija is wearing Primary metallic tweed+leather baxis pant [ silk+leather version ] // Primary fringe sweater [ bordeaux or black+white ] // Balenciaga cutout boots // Vintage Fur Coat // tri-stone pryate necklace // tibet silver necklace

There's nothing I love more than seeing how a cool, stylish girl wears Primary.  I create every collection with the idea of modern essentials, so of course, they're meant to be worn with your other favorite designer / high street pieces.  Mija has super cool style and is so bold with colors...the way she styled her look was amazing.  Completely different than how I would wear it, which i love.  And then Scott snapped this cute one of us... 

XOCleo 

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  ]  

Style Notes [ Layers ]

A note on transitional fall layering, perfect for the west coast or Hong Kong right now... I love how cozy this looks with the chambray shirt worn open and paired with a simple tee.  Again, the gorgeous Julie rocking our Primary leather square skirt (!).... One of our fall essentials...

[ IMAGES // Sincerely Jules ] 

style notes | Sincerely Jules

We're big fans of Julie [ blogger; Sincerely,Jules ] so loved seeing how she's wearing our primary leather square skirt! These effortless, casual looks, are exactly what I'm craving right now... I really need to grab a pair of these neon kicks...

[ IMAGES // via Julie Sarinana ] 

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 ]