Primary’s focus is on individual style and inspired by simplicity, movement, contrast, functionality and ultimately promoting the essential. Primary is most inspired by what women wear on a daily basis, the essential pieces of a modern woman’s wardrobe. The primary ideals and look were conceived in New York City in 2010 by Cleo Schroeder and Steven Ahn. The first Primary collection was launched in 2011 and is sold at selected retailers around the world.

ABOUT THE DESIGNER

Cleo Schroeder was raised in Vancouver, British Columbia and began her career in costume design and styling for the film and music industry. In 2007 she moved to New York to attend Parsons School of Design, and held a variety of design posts. "In search of" featuring Primary's fall/winter 2012 collection, was her first creative direction for a film, in collaboration with Greg Swales.