Insta-Luv

Totally the last to join but SO in LOVE with Instagram! Here's our last week of photos >>>>> follow us HERE (primary_newyork)

FW12 [Campaign]

Finally sharing our new images for the FW12 collection!! although they have already been up on our newly designed website, and the glamourai.

 I went in a total bladerunner/gattaca direction (in a wearable/sporty-glam way of course)[moodboard here] ,and was so utterly inspired by Nick Cave, that I brought in sequins for the first time. The new leather flounce skirt, I've been wearing every chance I get, but for the rest, even I have to wait. Something to look forward to next Fall!

design: Cleo Schroeder

photography: Greg Swales

style: Kelly Framel

hair and makeup: Jennifer Nam

model: Ming Li Geh

XOCleo

primary ♥ [textures]

[ kelly wearstler jacket, primary new york blouse, amanda joy bag ]

Kelly Framel's golden earth tones and layers of textured prints were a major standout during #NYFW, this primary blouse is still in stock! Find it [HERE]. 

Flash [ sale ]

Our first flash sale has begun, with FW11 items. check em' here: 

>>>>  volts.com <<<<

[ Images; Greg Kessler for Primary ]

Primary FW12 [Preview]

 little peek at our new season! So happy with this collection, of course had to make a few extra's of the new Moet leather skirt (center) which has already become a weekend staple. Special thanks to the amazing crew for our lookbook shoot;  

design: Cleo Schroeder

photography: Greg Swales

style: Kelly Framel

hair and makeup: Jennifer Nam

model: Ming Li Geh

Also check out the amazing post on The Glamourai today!