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INDUSTRY INSIDER | Primary New York

Fashion, Industry InsiderSunny ShumComment

Local Vancouver stylist, Cleo Schroeder packed up her bags and made her way to the Big Apple. After graduating from Parson's, she launched her own fashion label, "Primary New York". Super impressed with her work, I knew I had to feature her as this months "Industry Insider". I've attached a few images of my favourite looks from her Spring/Summer 2011 collection and I hope you end up liking her work as much as I do.  

Where did the name "Primary" come from?: My concept for the brand is to create modern essentials. We show a tightly edited capsule-like collection each season that are inter-changeable, multi-functional and in many cases convertible.  We want to be that primary piece in your wardrobe that is your go-to.  I also like the childlike nostalgia of the word, its important for people to not take themselves too seriously and have fun with fashion, those are always the ones whose style we notice.

How did you get into what you are doing now?:  The first step was realizing that styling and film wardrobe wasn't enough of a creative outlet for me. I always wanted to be an artist as a child, so moving to New York to attend Parsons school of Design, and fashion design as a whole has brought me closer to that.

What jewelry style are you?: Depends on the season. Am looking forward to piling on a kaleidoscope of bright bangles I got from Bali come spring, along with my custom Kelly Framel pieces.

What was your last read?:  Confucius from the heart by Yu Dan

Your most precious item?: My MacBook Pro.

Are you a sweet or savory kind of girl?: Savory, my favorite sorbet is salt flavor found in Tokyo, a must-try, not what you expect!  Also, Sunny you should know this answer from our dim-sum days!

What is your favourite SS 11 trend and what is your least favourite?:  I am excited to be wearing bold bright colors ~ in stripes, color blocked and of course mixing prints. The longer hem length has been refreshing but since I'm not a 6"model, I will be doing it in sheer! Also monochromatic or all white looks are always perfect for summer.  I have been loving the 70's vibe for the last few summers and don't think I will be switching that for awhile!

I don't really have a least favorite, there's always something for everyone, but at 5"5, I don't think I'll be rocking the kitten heels, but will definitely be getting the new flat platform for day, so genius!

One lesson you have learned and will never forget?: Always be kind to everyone.  You never know which seamstress will save you in a pinch, which fellow student will end up being your boss, or which one of your interns will be the newest blogger sensation.

Tell us one thing most people assume about what you do for a living that is complete false: That it's all über creativity and fabulous parties, design is like 20% of building a brand, and the rest is hard work! Designers will say this in most interviews but I don't think people in other fields truly believe it.

What is the most favourite part of what you do? Your least favourite thing? I love working on the initial concept of a collection, sourcing the fabrics, and making the silhouettes and drapes.  My least favorite is having to micro-manage factories so everything gets done according to schedule.

Looking ahead for FW 2011 name some key trends: In Fall when our wardrobe darkens its important to keep a pop of color somewhere. We'll be seeing electric blue, and orange is still strong from the last few seasons. Always spend money on your classic pieces that have strong details or an unexpected twist.  Phoebe Philo made it official at Celine pre-fall 2011 that leopard is not a trend, and should be considered a neutral ~ but my mum will argue it's always been this way!

ALL these trends you can find in Primary F/W 2011! We wrapped the shoot and lookbook (yes, weeks before New York Fashion Week!) and are now being represented by Style Society in Montreal, so lookout for Primary across Canada come next season!


Thanks for taking the time Cleo!

 

With Love, Sunny