LUX PRIMA

October 07, 2019By Gaurav Baliyan

SAINT LAURENT blazer and shoes, VINTAGE ARCHIVE SAINT LAURENT skirt & RICK OWENS bra

LUX PRIMA

Volume, hand-sewn embellishments, rich texture and color—for spring, designers gave us luxurious elements in spades and furthered today’s conversation in fashion about the concept of luxury and how we can define it in a modern way.

Spring '19 Women’s Campaign

CREATIVE DIRECTION & STYLING: Kristen Lee Cole
PHOTOGRAPHY: Katy Shayne
PRODUCTION: Jordan Jones
MODEL: Steph Smith
MAKEUP: Erin Lee Smith
HAIR: Gabby Rosenberg

03.18.2019

Y/PROJECT Suit, ELLERY Earrings

For some, luxury is connected to time: the craftsmanship that goes into making things, the quality and longevity of a certain piece, or the little bit of extra time afforded by a daily convenience. Luxury can also be defined in terms of creativity—the sheer freedom to dress, create, and express ideas as an individual. For others, it’s about empowerment and the ability to amplify ourselves by the choices we make. (I think we all know the transformative power of a bold red lip, the perfect heel, and a strong jacket.) For me, luxury is all of the above. That’s why we strive every season to offer quality designer pieces that inspire creativity and expression—all while boosting your mood and confidence. It’s truer this spring than ever before.

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AREA

LUXURY CAN ALSO BE DEFINED IN TERMS OF CREATIVITY—THE SHEER FREEDOM TO DRESS, CREATE, AND EXPRESS IDEAS AS AN INDIVIDUAL.

MARINA MOSCONE Suit, FRANCESCO RUSSO Shoes, ADAM SELMAN x LE SPECS Sunglasses & EXCLUSIVE LA BOUCHE ROUGE Lipstick

This season coincides with our New York debut at the Shops in Hudson Yards. Yes, we’re officially coast to coast! In that spirit, we commissioned LA-based landscape photographer Hamish Robertson to capture vignettes of New York City for our campaign, LUX PRIMA (“luxury first”). On them, we juxtaposed our favorite pieces from the spring collections shot by Katy Shayne. There’s shimmering lace drama from Marc Jacobs, ruffled leather from Rodarte, embellishments from Dries Van Noten, chiffon plumes from Y/Project, sculpted suiting from Marina Moscone… all beautiful things we look forward to seeing on the streets of New York, Dallas, Napa, Aspen, Miami—everywhere!

Kristen Cole President, Chief Creative Officer