Primary New York | Blog

Primary FW12 [Preview]

2012-02-06T10:30:00.003-05:00

little peak 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!

Sunday Inspiration

2012-01-29T21:33:00.000-05:00

Sunday's inspiration.. 'THe Shining' editorial, still running with the "drive" vibe/current muses [photo from http://stylebykling.nowmanifest.com]/m/m paris posters considering for new studio furnishings..

Drive Soundtrack

2012-01-29T21:13:00.000-05:00

>>> A reason, other than Ryan Gosling to watch Drive! <<<

FW12 Shoot [ behind the scenes ]

2012-01-20T10:24:00.000-05:00

A little peak at my instagrams from Wednesdays FW12 shoot ~ so crazy about this collection! We died when the model fit into Kelly's thigh-high zip Chanel boots ~ had SO much fun with the styling! Full preview coming soon...

Its so crazy to be wearing FW11, shipping SS12 and shooting FW12, but hey! Is the life of Fashion!

FW12 Lookbook [ makeup inspiration ]

2012-01-17T14:44:00.000-05:00

Shooting the new Fall/Winter 2012 collection tomorrow! Here's our lookbook + editorial direction for makeup...

Muse [ Lana Del Rey ]

2012-01-15T14:45:00.000-05:00

We just can't help it! She's on REPEAT!! >>>>

GiveAway [Winner]

2012-01-10T02:47:00.001-05:00

>>> Leslie Ventura! This Clutch is yours! Please email info@primaryny.com with your shipping address <<<<

I couldn't believe her comment;

"The snakeskin clutch in purple would go great with the kelly dress in leopard. For something more casual, I'd go with the prime tee and baxis pant"

So here it is, worn with the Kelly Dress in Leopard!

XOC

Trop Rouge X Primary GiveAway

2012-01-03T17:43:00.000-05:00

[ Christina in our prime leopard tank + purple clutch ]

We're starting 2012 by giving away a purple snakeskin clutch!!

Hosted by our Muse/Rockstar Blogger Christina of Trop Rouge; see all details for contest HERE.

MMXI

2012-01-02T12:07:00.002-05:00

2011 was a monumental year for Primary ~ thank you all for your support, and may 2012 be the year you make it happen!

"Do or dont do ~ there is no try"; Yoda

Primary ♥ [Longo Coat]

2011-12-21T11:07:00.000-05:00

[ Primary FW11 Longo Coat; Images by Jeremy James for THE GLAMOURAI]

The Longo Coat is my favorite of ALL the FW11 Coats. Zippers run up the entire under-sleeve to give the coat this hands-free, cape-like effect.

>>>> Find it HERE <<<<

SS12 [behind the scenes]

2011-12-12T20:04:00.001-05:00

Some behind-the-scenes of our SS12 lookbook shot back in August. How time flies! already well on the way into next season. Will post our full SS12 lookbook shortly.

Tokyo [ November 2011 ]

2011-12-06T23:22:00.000-05:00

[above outfit: Rag & Bone hat/Primary Coat/Primary Silk tee/Alexander Wang Bag/DL1961 Jeans/Pierre Hardy Boots]

Sums up an amazing week in Tokyo ~ if only there was more time!

Colored Tips [Tokyo]

2011-12-05T06:56:00.000-05:00

Dip-dyed in Shibuya, Tokyo. November 2011.

Irving Penn X Issey Miyake

2011-12-04T11:59:00.000-05:00

The visual dialogue between Irving Penn and Issey Miyake is currently exhibiting at the 21_21 Design Site building in Tokyo Midtown.

The two met in 1983 when Penn first photographed Miyake's work for Vogue. Over the next 26 years they continued to collaborate as Penn would photograph Miyake's designs twice yearly, for the F/W and S/S collections. Miyake never once was present during these photography sessions, thus allowing the creative freedom seen captured.

primary ♥ [ ELLE Canada]

2011-11-29T10:05:00.004-05:00

[PRIMARY'S metallic tweed & leather pants in December 2011 ELLE Canada]

>>> CLICK BELOW FOR FULL EDITORIAL >>>

primary ♥ [Slang Skirt]

2011-11-28T08:39:00.000-05:00

All Photos; Jeremy James for THE GLAMOURAI | Slang skirt available HERE

Met a new friend in Hong Kong, and was very excited to hear that she'd heard of our primary clothing line through my dear friend, the glamourai's blog! It reminded me of what a small place this world really is, and the reach you can have when you are truly a style arbiter like Kelly is. She specifically reminded me of this post of Kelly in our FW11 Slang skirt so I thought I'd share, I absolutely love her in this look.

Interview //

2011-11-27T21:38:00.000-05:00

So I did this fun lil interview with the gals over at DL1961 Denim, for there newly launched [BLOG] and was able to make out with a few pairs of their jeans as well ~ have to say, I've been wearing the black waxed ones like mad.

Beauty shot

2011-11-21T22:49:00.001-05:00

Fashion photographer Greg Kessler (you know his behind-the-scenes images at fashion weeks from gobackstage.com) shot these beautiful images with primary for Nowness.com

photography; Greg Kessler / makeup; Lottie Stannard/ model; Masha Voronina

clothing; Primary New York

[Find above vest HERE]

Ever feel like your in a makeup rut!?? I seriously feel like I wear some of the same colors since high school. And changing per season?? Plllease. Anyways some great season-transitional makeup looks for this spread here: Nowness.com

à la mode [ something borrowed ]

2011-11-20T08:09:00.001-05:00

Images from Tush Magazine

oversize tees/messy hair/minimal makeup/oxfords/boyfriend-cut coats/the boys' rag&bone heather grey sweatshirts/and my actual boyfriends, white Prada collared shirts. Im all about it right now, and shopping in the boys section more than I'd like to admit. All of course worn w sky-high pumps. What else!!?

Jungle Girl

2011-11-16T21:52:00.000-05:00

Photos; Greg Swales | Styling; Anastasia Patellis

[ Primary custom ostrich feather skirt + belt (worn on arm)]

Fall Collective

2011-11-11T04:21:00.001-05:00

[ find this zig leather jacket: HERE ]

Love this photocollaboration by Charlie&Lee and Gene Doe, styled by Deanna Palkowski featuring some of our Fall/Winter 2011 collection.

Check out the whole spread, here

The New [Kelly]

2011-11-08T00:31:00.004-05:00

So our famed Kelly Dress, (seen above on its muse Kelly Framel) had us laughing for hours this fall as we've recently discovered yet-ANOTHER way to wear this dress! As kelly is beautifully modeling above, this is the 4th! (for real) way you can tie this dress! This one is more of a wrap technique, where you cross the ties in front and then tie in the back. I thought this would be exciting news for those of you who have one ~ the options really ARE endless!

>>> CONTINUE READING TO SEE THE EVOLUTION!! >>>

Option #1: Hangn' loose.

Option #2: Tied at front. Option# 3: Tied at back.

Option #4: New discovery!! Wrapped by crossing ties at front and then securing at back.

Day-to-Night ~ here you go! All kelly dresses HERE.

back to basics

2011-11-06T13:15:00.002-05:00

We're back to Asia to work on the new collection! SO NOT easy to pack for countries in full-on-Fall and ones that stay hot and humid all year. Went back to the basics, and was saved by all my convertible primary pieces! [like jacket im wearing above]. Quite typical of me, i took the easy route of a [mostly] black palette.

je ne sais quoi

2011-11-02T09:41:00.001-04:00

Photos; Greg Swales | Styling; Anastasia Patellis

[ Primary F/W 11 leather jacket + leather/metallic tweed short]

primary fall/winter 11 [ outerwear ]

2011-11-01T10:12:00.000-04:00

primary fall/winter 2011 [ all on our newly re-designed eshop! ]

Ghouls just wanna have fun

2011-10-31T11:56:00.002-04:00

[ Dia de los Muertos Groom + Bride / Brigette Von Vampiresburg / Gianni Versace ]

All Hallows Eve

2011-10-31T11:48:00.000-04:00

[ photos via http://trendland.net/ ]

Trending was in full effect Saturday. Gone are the black swans of last year, and this year was all Ghouls, Goblins, Vampires, Skeletons and Los Muertos! What were you!??

Grey

2011-10-27T16:12:00.000-04:00

Spending this grey rainy day, indoors. working on these FW11 campaign images we did with Christina Caradona ~ having a hard time of NOT turning them ALL black+white+grey all over.

EYE SPY

2011-10-27T09:54:00.000-04:00

i spy 2 little primary clutches on 'the coveteur'!

like the rest of you, Im totally obsessed w the clean, beautiful images produced by the canadian girls with the genius idea. What fashion girl doesn't want a peek into our modern-day-tastemakers homes!?!!

Images; ALL the coveteur

Greg Swales [the great kate]

2011-10-26T11:23:00.000-04:00

Thought I'd share my new love. 4X5 feet of Acrylic on Canvas, done for me this Fall by the talented Greg Swales, while he was in NYC shooting our primary SS12 book+campaign. so beyond happy.

[ Greg Swales; GREENWICH GIRL / 4X5 feet / Acrylic on Canvas]

The inspiration: Mario Testino's, Vogue UK, October 2008 shoot with Kate Moss

à la mode

2011-10-19T17:33:00.000-04:00

colorful snakeskin still going strong for Fall. This micro-trend by one of my favs, whowhatwear.com

Our NEW snakeskin clutch colors have hit the eshop, check 'em!
shop.primaryny.com

Primary ♥ [FASHION magazine]

2011-10-16T23:28:00.002-04:00

Many thanks to Joy for the great interview! Readable version HERE

Primary [ reads ]

2011-10-15T17:32:00.000-04:00

Kate Moss by Terry Richardson

Fashion month is over, so we can do things like read again. The Beautiful Fall, a decadent 70s Paris fashion scene set by Saint Laurent, Lagerfeld, and the muses...

SS12 [California girls]

2011-10-12T16:25:00.001-04:00

The new spring/summer 12 collection is headed to LA for market this weekend! I def channelled my inner west coast girl for this collection, the color says it all!
XOCleo

Primary ♥ [ Beige Clutch ]

2011-10-10T10:47:00.001-04:00

The Glamourai does it again! Impeccably polished in Brooklyn,

{carrying our snakeskin clutch in Beige}

Primary ♥ [NYLON]

2011-10-03T13:49:00.001-04:00

Dashed into the nail salon Friday evening for a quick mani/pedi and what magazine is on the chair?? the October issue of Nylon!

Seeing our Primary fringe skirt in the FOB pages, was pretty much the best kickoff to the weekend ever!

Many thanks to Tamar, Kelly, and Samantha ;)

Nick Cave [Ever- After]

2011-09-29T18:39:00.000-04:00

While strolling for inspiration in the gallery district yesterday, was beyond excited to find an entire gallery, 3 rooms plus a totally insane video, devoted to Nick Cave. I fell in love with his soundsuits in the pages of Vogue and again at last years Miami Art Basel (see HERE).

Something about his work just makes me insanely happy. For hours after even.

Go See it!

Jack Shainman Gallery

513 West 20th Street

New York, NY 10011

>>> Click to see more of his work below <<<

Primary ♥ [Gekko print Blouse]

2011-09-27T12:43:00.001-04:00

Lunch n our favorite primary peacou blouse. The lovely Christina from Trop Rouge of course. Been working on our eshop! expect the Fall collection up in the next week!

Rockstars

2011-09-27T12:33:00.001-04:00

Did anyone else NOT realize Testino was recreating this image from Mick & Bianca Jaggers wedding?? Amazing.

S/S 2012 [moment]

2011-09-25T17:24:00.002-04:00

A beautiful in-between-breaks shot I took with my iphone during our S/S12 campaign shoot with Greg Swales..
[ that clutch is available HERE! ]

primary ♥ [Gazia]

2011-09-25T17:20:00.001-04:00

Kelly Framel in Primary blouse and skirt in todays Grazia.it

>>> Click below for more images! <<<

Spring 2012 [Campaign]

2011-09-19T23:06:00.002-04:00

A peek at our SS12 campaign we just shot with Greg Swales ~ I am beyond excited with this collection. Tomorrow is our last day showing this at booth #4542 at Coterie! more information HERE.

Street Style [NYFW]

2011-09-17T09:46:00.001-04:00

[ Christina Caradona in Primary Leopard Tank ]

Coterie

2011-09-16T14:39:00.001-04:00

We're setting up shop, this Sunday, Monday and Tuesday at the Javits center for Coterie. If your press/buyers in New York for the show, come say hello! We'll be on Level 3, booth #4542, we're so excited to show off the new collection!

[ Image by Greg Swales, Anna Feller in Primary S/S 12 ]

Primary ♥ [ Peacou Dress ]

2011-09-16T14:31:00.000-04:00

Primary Peacou dress getting some major spotlight. Worn beautifully by the glamourai, with her own Kelly Framel jewels.

Street Style [NYFW]

2011-09-15T01:29:00.002-04:00

Kelly Framel of the glamourai, in-between-shows in our Primary cut-out leopard blouse!

and more NYFW leopard spotting by the the sartorialist ...

Fashions Night Out [2011]

2011-09-12T21:27:00.002-04:00

Oh FNO. How you've grown so much from your first year [posted here], to your second [here]. You've grown by the mobs, but are still fun. Here I am with photographer/superstar Greg Swales, currently in town to shoot our ss12 lookbook (!)

Nostalgia

2011-09-12T21:25:00.002-04:00

In this hectic New York Fashion week that kicked off with FNO, shooting the eshop images, our new ss12 lookbook (tuesday!), and goes straight into Coterie, and buyer/press appointments I am truly more excited and passionate of the future of primary than ever.

Have to admit this really has been the busiest time of my life, starting a new company where you really have to be all titles, all the time, Designer!Stylist!Pattern-maker!Marketer!Blogger!Sales team!PR!Tradeshow Rep!Accountant!Collection Agency! I've learned skills I never thought possible.

I believe we must always move in a forward motion, continually grow and evolve but seeing this photo today, a moment i captured at my first lookbook shoot, [w Melissa Gidney and Lauren Innes] when I packed the collection and took it to my hometown of Vancouver it made me look back. Just for a moment, of how calm and beautiful this day was. Followed by the realization of how far we've come.

Thank you all for your support.

XXCleo

Irreverent

2011-09-04T20:00:00.000-04:00

Peeks from Carine Roitfelds book ~ 250 tear sheets /covers / personal photos ~ cant wait to get mine! Pre-order here

Clutch [press]

2011-09-04T18:28:00.000-04:00

>>>>>>>> Oh HI Primary Python clutch in Red! <<<<<<<<<<<

Thanks ELLE Japan for the Fashion Pick ~ only 2 left in our shop HERE

La Maison Champs-Elysées | Martin Margiela

2011-08-31T09:57:00.000-04:00

Can I move in today?? Thanks for Sharing @ http://cheriemartino.blogspot.com/

La Garçonne

2011-08-25T22:46:00.001-04:00

>>>>>> Loving this tumblr! ~ http://la-garconne.tumblr.com/ <<<<<<

Project | Las Vegas

2011-08-24T13:04:00.001-04:00

Its our last day here at PROJECT in Las Vegas debuting our Spring/Summer 2012 collection ~ if your here, pop by and say hello!! We'll be at booth #16015 till 5pm

Arm Party

2011-08-17T16:16:00.000-04:00

No doubt this has been the summer of the arm party ~ loving these! Images from http://honestlywtf.com/

Concrete Jungle

2011-08-11T21:14:00.002-04:00

Kelly Framel necklace / Primary leopard tank / Prada pants / Alexander Wang wedges/ Primary python clutch

Portrait //

2011-08-10T10:43:00.003-04:00

[of two ladies, Zoe Kravitz and Kate Moss ]

Réalisation Emmanuelle Alt

2011-08-09T15:52:00.000-04:00

Freja Beha Erichsen in YSL/Gucci/Ferragamo/Versace/Givenchy

Primary ♥ [ Leopard dress ]

2011-08-05T14:57:00.000-04:00

Happy Friday everyone! Wanted to introduce you to Izumi, the newest member of the Primary Team ~

Izumi and of course, Kelly, were the first to get their hands on our new leopard print kelly dress!! made exclusively for, well us and our blog readers! Available in our eshop, end of August, along with the best of our Fall collection.

Savage Beauty

2011-08-04T14:34:00.001-04:00

Long Live McQueen

Red-Handed

2011-08-03T12:14:00.002-04:00

The Glamourai in grazia.it ~ photo by Jeremy James

Primary Clutch in Red ~ find it HERE

Pastel Party [ SS12 Inspiration ]

2011-07-24T23:35:00.003-04:00

Primary ♥ [FASHION magazine]

2011-07-21T14:06:00.002-04:00

August's edition of FASHION magazine (Canada) features a beautiful photo of Charlie&Lee's new chinatown location! If you live or are visiting Vancouver ~ this boutique is a must-see! ( Check out my day there HERE and HERE)

>>> many thanks to Kleah, Josh & Joy for the PRIMARY shout-out!! <<<

So Clutch

2011-07-14T15:41:00.001-04:00

Happy to announce that the winner of our pink snakeskin clutch is Lydia Dann!!! Thanks to everyone for your fun comments ~ I totally enjoyed reading them all!

Lydia, please email [ cleo@primaryny.com ] your shipping address, so I can send off your newest and brightest accessory!

Summertime // Viviane Sassen

2011-07-12T21:57:00.001-04:00

Viviane Sassen’s July 2011 Dazed & Confused editorial starring model Lisanne de Jong.

Art [Inge Jacobsen]

2011-07-10T19:40:00.001-04:00

Loving the combination of colorful stitching + fashion editorials by Inge Jacobsen. Visualizing a DIY perfect for studio art...

Check out her website + blog!

Follow my blog with Bloglovin

Glamourai & Primary Giveaway

2011-07-07T12:55:00.003-04:00

In honor of the Glamourai hosting our first ever giveaway ~ I thought I'd share my favorite glamourai posts with our newest clutch!

Details of our contest are on her blog HERE!

PRIMARY [ NOW HIRING ]

2011-07-05T16:39:00.000-04:00

SO this is NOT a model casting ~ Daria lookalikes not necessary! I've been looking for the perfect hire for awhile, and thought I would extend this to our blog readers, as this IS a fashion job..

Interviews begin next week, you must live in NEW YORK to apply!

Fashion Assistant: Full time
I say "fashion" because it would be wrong to just say design. This job will take you from blogging, model casting, styling the lookbook, running errands to showcasing the brand at tradeshows. I'd love someone that is organized, multi-talented and has work experience in marketing/sales. I want someone eager to get experience in all aspects of running a fashion line.

Design Intern: 2-3 days per week (until September)

Marketing/Social Media Intern: 2-3 days per week (until September)

Please email me [ cleo@primaryny.com ] with the job position in the subject. Provide a brief paragraph on why your perfect for this job and attach your resume. Look forward to hearing from you!

XXCleo

Anthony Caro

2011-07-01T16:24:00.002-04:00

Finally made it to the MET, to see the Alexander McQueen exhibit (Go! you have one month left!) So had to check out my favorite space, the roof. Here's Caro, running till October 30th.

Happy Canada Day and 4th!

Read the Times review HERE

JUST IN

2011-06-29T13:47:00.000-04:00

SNAKESKIN CLUTCHES >>>> NEW TO ESHOP

[The glamourai & her PRIMARY clutch]

New York [ Pride ]

2011-06-28T10:53:00.001-04:00

An insanely happy weekend began on Friday night when New York passed the marriage equality bill! People spilled into the west village in a celebration which continued all weekend for Pride, spread the love people!

XXCleo

Fathers Day

2011-06-20T22:33:00.001-04:00

Extending a late Happy Fathers day, to my lovely father who's as dapper today as he was in this photo, taken in New York, in the early 70's. I look forward to hearing your music and laugher soon Pops.

Primary ♥ [ Linear Dress ]

2011-06-20T18:09:00.002-04:00

I couldn't resist posting these images from TROP ROUGE of Christina lounging around in her Primary "linear" dress ~

Find it HERE

*UPDATE* just found this post on TEEN VOGUE.COM!!!

Muse [Nanna Øland]

2011-06-16T20:16:00.001-04:00

#nowplaying >>> Oh Land!

[All images from Google uploader]

Primary ♥ [leather Zig jacket]

2011-06-16T13:40:00.002-04:00

Oh Hi Zig Jacket! Spotted on the glamourai and fashionilla girl.

To Zig: did you know I named a jacket after you!?? well, here it is darling!

[ In case you guys forgot this is the piece that zips off into a crop jacket,

à la HERE ]

Eshop News [the leopard tee]

2011-06-03T12:34:00.003-04:00

Kelly Framel / the glamourai, rocking our leopard print Prime tee in last weeks post!

We've added more summer goodies to the eshop including the leopard tee and leopard/black Nuna Dress!

Shop our silk tees HERE

Hong Kong Art Fair

2011-05-30T05:14:00.001-04:00

So we didn't get anything from the actual Gagosian Gallery, but was super excited to snap up this Kim Gordon piece from "the noise" series! This baby's coming home to NYC!

Chloe Sevigny and Kim Gordon at Kim Gordons show for "the noise paintings" in NYC ; photo by Olivier Zahm

Primary Preview | Resort 2012

2011-05-20T02:04:00.000-04:00

So we brought the lovely Christina Caradona back to shoot our Resort collection a few weeks ago ~ which was inspired by a recent trip to bali. If only you could see these fabrics up close!! the white blazer/skirt/short is a snake-print embossed cotton, and the chiffon on the bottom is a beautiful reptile micro print...

I have to say, I haven't used much color in the past; and I may be forever changed ~ I absolutely adore how these colors pop! Had to post a small preview, the full collection will be on our website shortly..

PRIMARY | NEW YORK: RESORT 2012

summer in b&w

2011-05-18T02:06:00.003-04:00

Images from Fashion gone Rogue & Studded Hearts

Primary ♥ [Christina Caradona]

2011-05-16T22:39:00.001-04:00

Christina Caradona of Trop Rouge, at last weeks Macy's event, looking gorgeous in our spanking-new one-shoulder Resort Dress aptly named "the Caradona". This color was made for her and her new redish tipped hair. Quite literally.

Primary Boutiques [Charlie & Lee]

2011-05-16T05:54:00.002-04:00

Charlie and Lee was one of the first Canadian boutiques to pick up our line, so I couldn't wait to check out their brand new Chinatown location! With my gal pal Mimi Lazuon of fashionilla fame in tow, we went absolutely ballistic over this shop!

[ Check out her post HERE ]

Kleah Graham and Joshua Michnik's boutique is curated to perfection, with our beloved NYC/LA big brands(Rag and bone/Jeffery Campbell) mixed in with indie Canadian designers(..and of course Primary ;) we loved the industrial decor juxtaposing the softness of the garments... and made out with a alligator print StyleStalker dress, and this amazing Ravens skull dipped-in-silver necklace ~ which I haven't taken off since... If you live in Vancouver and haven't been ~ go now!

Loved seeing our SS11 Nuna dress in the window!

[above right, and below]

[ You can also find the Nuna dress at their online shop HERE ]

223 Union Street, Vancouver, BC

+1 604 558 3030

http://www.charlieandlee.com

http://www.charlieandlee.com/blog/

Primary ♥ [FW11 Leather Fringe]

2011-05-04T22:01:00.003-04:00

Okay so I've been a little obsessed with my FW11 leather fringe skirt & belt lately... worn here with my Prime Tee and this ratty toque that got wayy to much love this winter. If I didn't make these silk tees, I really don't know what I would wear everyday. Below is the Glamourai in her Primary fringe skirt, and new Primary snakeskin clutch (coming to eshop soon ;)

Primary Preview | Fall 2011 Collection

2011-04-27T11:08:00.000-04:00

Feast your eyes! its the FULL FALL/WINTER 11 LOOKBOOK! We shot this back in January, and you saw the behind-the-scenes [HERE], and [HERE] with Greg Swales on photography, Kelly Framel (the glamourai) on style, and Christina Caradona (of trop rouge) our beautiful muse/model pictured below. I had so much fun designing this collection, and even more pulling it together w my best friends!!

BlaCk & WHite

2011-04-17T20:24:00.002-04:00

All Images from http://papermode.trendland.net/category/all-fashion-editorial/

Make it Pop

2011-04-01T06:59:00.000-04:00

Feeling like spring here in Hong Kong. Dressing is becoming fun again! especially loving adding a pop of color to each look. Lately its been all beige tones, with our Primary cobalt blue split tank >> will be posting our entire FW11 collection here soon!!

(photos via jak&jil, street tonic, souvenirs, this is glamorous)

Primary [Fall/Winter 2011]

2011-03-29T10:55:00.000-04:00

We are coming back to NYC for one last week of sales for our FW11 collection!

If you're a boutique/etailer interested in carrying Primary, schedule a time to visit our New York Showroom April 11-15.

Email us at sales@primaryny.com so you can view the entire collection online, and book your appointment!!

Primary ♥ [Kelly in her Kelly Dress]

2011-03-25T02:56:00.002-04:00

Primary's muse/stylist/consultant/my bestie has been rocking her self-titled dress alll over The Glamourai!

The Kelly dress is available online HERE and HERE. And for you New Yorkers, you can check the dresses and other SS11 items HERE.

HAPPY WEEKEND EVERYONE!

Travel [ Saturday in Singapore ]

2011-03-24T04:14:00.001-04:00

Welcome to your Future

2011-03-23T12:02:00.000-04:00

Singapore city view, from Marina Bay Sands

Muse [miniature icons]

2011-03-16T03:23:00.001-04:00

Alexander Wangs niece (google finder)/ Aussie Cuties (google finder)/ Harajuku boy (my photo)/ Paris Darling (Google Finder)/ Canadian Cutie (my nephew)/ Miles (http://www.garancedore.fr/en)

Help Japan [Tadanori Yokoo]

2011-03-15T11:17:00.001-04:00

I snapped these Tadanori Yokoo screenprints at the Modern Museum of Tokyo, the day before the earthquake. I was so excited with the art, food and style of the people and all the posts I was to create. All seems irrelevant now, given the disasters that seem to keep rolling for the people of Japan.

Red Cross Donations for Japan Relief HERE

Irina Werning [Back to the Future]

2011-03-07T04:43:00.001-05:00

Totally adore this (ongoing) project by Irina Werning, she calls herself a "nosey" photographer and invites people to step back to their future.//

For more of her work, website here

Tokyo [inspiration]

2011-03-05T12:15:00.002-05:00

Just landed in Tokyo, so much to do in 5 days! Thought the blog could use a mood change as well ~ what better than a great Vogue Nippon Editorial!??

I remember my best friend in High School bringing me back 'Street Style' Magazines from Tokyo, and being so thrilled with the collective energy and enthusiasm for fashion. I would pour over those pages for hours, imagining a city where people could lose all inhibitions and dress purely for opulence. And what a concept! Real people, Real Style! Now this was 10years ago, a time when studying personal fashion wasn't as easy as following your favorite bloggers jaunt around the world. I fell in love with the city then, and its always just as thrilling to be back.

"In a brown mood" Vogue Nippon June 2009, photographer: Camilla Akrans, Fashion Editor: Sissy Vian, and of course the beautiful Devon Aoki!

Travel [Bali]

2011-03-02T23:06:00.007-05:00

So we jetted off to Bali after wrapping the FW11 collection, and before starting sales. Such a beautiful place, I hope to someday return. Surprise discovery was all the amazing snake skins! Which, obviously means our foray into accessories! We are starting with clutches for the SS12 season. Take a look, [HERE],our Muse already has one ;)

Primary ♥ [StyleCaster]

2011-02-22T13:00:00.002-05:00

The Glamourai in Primary Spring/Summer 11 for StyleCaster

primary blouse and skirt/lanvin for H&M shoes/kelly framel jewelry

Eshop [Spring Arrivals]

2011-02-14T23:37:00.005-05:00

A few savvy shoppers have already scooped some up ~ pre-announcement (thanks for your support!!). I was recently asked in an interview who I would like to most see wearing primary, I guess she expected a celebrity name, but my answer "excited for the day I see a random cool girl on the street, be totally inspired by her, and then after realize she’s wearing Primary" may be a tad fromage, but totally true! I really am looking forward to see how real women interpret and style my pieces. That IS what fashion is all about, making it your own.

Click HERE to shop the first of our Spring Arrivals.

FW11 Lookbook [Behind the Scenes Part 2]

2011-02-13T21:39:00.001-05:00

Just got back to NYC, on the 19 hour flight from Singapore I had some time to play around with these extra shots from our lookbook shoot. So excited to be back, happy NYFW!

Primary ♥'s Young and Posh

2011-02-07T12:14:00.000-05:00

Thanks to Kelly Framel for her primary article on glamour.com! She will be contributing a few posts a week to their new "young and posh" network along with 16 inspiring gals, including our beautiful FW11 model, Christina Cardona

Check out her article HERE

FW11 Lookbook [Behind the Scenes Part 1]

2011-02-07T11:00:00.002-05:00

Hey Friends, so many photos to go thru from our lookbook shoot, so had to break this up into two parts. Here we see Joey doing makeup/Greg Swale's setting up/Kelly and I cutting and adjusting/Kelly's amazing jewelry collection/ Oh yes, and in spirit of Christina's crazy wild hair, I let mine go natural as well :)

Primary [Fall/ Winter 2011]

2011-01-31T02:53:00.004-05:00

I am very fortunate to count some extremely talented and creative people as my closest friends. Big thanks to Kelly Framel of T he Glamourai for consulting/styling and being Primary's all-around muse! And to Greg Swales for these compelling images.

We shot our Fall/Winter 2011 Lookbook last week, and here are some of the images he snapped after the shoot ~

Christina Caradona of Trop Rouge, couldn't have been a better model. After running into her at this party, she was on board to shoot our Fall lookbook. I loved designing pieces with her nonchalant-cool attitude in mind.

AND if you follow me on TWITTER ~ you'd know we have an amazing new addition to the Primary team. Miss Victoria De La Fuente who has joined on for PR!

Special thanks to Joey Camasta for a wonderful job with makeup, not that our girl needed it ~ and yes this is her natural hair. LOOOOVE.

Stay tuned for the behind the scenes images..

Primary Fabrics [FW 11]

2011-01-17T17:32:00.001-05:00

Busy Busy with the new Collection!