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PRIMARY SS15 // THE CAMPAIGN

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Spring is here and brought along a change in the air that is resonating throughout our whole company.  As you know we have evolved our business to not only design PRIMARY, our in-house line of fashion essentials ( or as we like to call them on Instagram #primaryessentials ) but also pickup new brands that we feel strongly about, mostly brands that specialize in one specific category.  We have Kaibosh who makes eyewear for all the big European lines and just launched there own  // The Stowe ~ a hand-made in Montreal designer bag line that we are in love with // Australian line Bless'd are the Meek // and Korean line Lookast who's a fellow Parson's Alumn and inspired by the street style of New York.  I feel very lucky to start my entry in the world of buying, through a designers perspective and I hope to bring that knowledge here to you.  So here's all the looks from our first multi-brand campaign, directed at getting back to our sporty essentials + polished streetwear beginnings, shot high key and high contrast against marble by the super talented Scott Brasher... XOCleo

PRIMARY SPRING 15 CAMPAIGN // model. Lan Tuyet from Wilhelmina // photography. Scott Brasher // art direction. Cleo Schroeder// styling. Kelly & Erin Framel // production. Minh Tu

LOOK 1: Simone Fringe Top // Primary Fringe Skirt // Holst & Lee necklace ( coming soon )

LOOK 2:  Blessd' Are the Meek white crop top // Garcon pant // Rings from Tarin Thomas // Earrings and Bangle from MAU // Carbon&Hyde band ring

LOOK 3:  Elin Shirt Dress // Tarin Thomas chocker

LOOK 4 & 5: Daytona crop top // Bowery Shorts // Mau earrings // Triwa Watch // Converse Sneakers

LOOK 6: Simone Fringe Top // Primary Fringe Skirt // Holst & Lee necklace ( coming soon )

LOOK 7:  Lookast leather jacket // Suki Cohen parallel top // Bowery shorts

LOOK 8:  Primary Sheer Trench // Suki Cohen circle bodysuit.

LOOK 9:  Blessd' Are the Meek white crop top // Garcon pant // Rings from Tarin Thomas // Earrings and Bangle from MAU // Carbon&Hyde band ring