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 

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] 

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 ] 

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] 

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  ]

Primary | Fall / Winter 2013

 primary's fall/winter 2013 collection! for all wholesale inquiries contact us // press inquiries to press@primaryny.com

[ primary fall/winter 2013 // photographer: greg swales // stylist: kelly framel // model: Cece Yost for wilhelmina ]

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!