5 minutes with Primary’s Cleo Schroeder

Only one year in business and Big Apple–based label Primary (primaryny.com) has two big benchmarks bagged: the endorsement of a star style blogger (The Glamourai’s Kelly Framel) and a resort collection. Raised in Vancouver and schooled at Parsons, designer Cleo Schroeder talks West Coast roots and quirky fashion hits.

Who is the Primary woman?
“She is a constant traveller who needs to streamline her closet with high-quality modern basics. She appreciates affordable luxury and loves to have fun with fashion. She doesn’t take herself or trends too seriously.”

What inspired the Fall 2011 collection?
“The Stardust collection was inspired by a trip to Art Basel Miami Beach. You would think it was the art that would be inspiring, but really it was the rockstar attitudes of the artists themselves. That, plus the fact we were staying at the recently redone Tides hotel by Kelly Wearstler. The entire trip was complete visual heaven.”

How did you dream up your clever two-in-one Zig jacket?
“It was dreamt up on a trip to Barcelona. I had only packed one jacket and was dying to cut it into a crop for a night out. Not having my proper scissors with me saved that jacket’s life and fuelled me to design a proper two-in-one the next morning.”

Did growing up in Vancouver influence your aesthetic at all?
“Absolutely. I always try to design with a certain ease and nonchalance for the wearer. It’s just that West Coast, laid-back attitude towards dressing. I also sketch out most of the collections in Vancouver, so perhaps it shows.”

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