As we head into September, aka fashion month I wanted to share the making of the shoot we did a couple of weeks ago for the Spring 2013 collection.  It was a special shoot, being the first collection designed and brought to life since we’ve been at The Annex (our building in Hollywood). I have been participating in photo shoots in one-way or another for two decades now and I am for sure most proud of this one. We found our legs with this collection and this shoot. The collection’s look and feel is wholly inspired by my adopted home of Los Angeles and one of it’s greatest artists, Ed Ruscha. I was luck enough to hear him speak at the Soho House many months ago and he made an impression that reminded me of my childhood experiences with my father and his friends in New York which very much inform and inspire the Geren Ford brand. In it’s most simplistic form it is the joy of a truly open lense with which to view your surroundings. The collection is full of easy yet sophisticated, chic and sexy components. Very LA today. All the colors and styles are inspired by the life we lead in Los Angeles, cinematic and ever hopeful. With all styles being named after streets that intersect with Sunset Blvd, which Ruscha shoots once a year from end to end and has since long ago.

We were lucky enough to work with an amazing cast and crew for this shoot. Adesuwa was a godsend of a model. We bet we’ll be saying we knew her when within 2 years. Eddie Chacon (metropolisofvice.com) is a multi-dimensional artist who has a vision, and the ability to execute it seamlessly. We can’t wait for the next project we will have the pleasure to work with him on. Juanita Lyon who we have worked with many times came to the rescue and helped us realize a Guy Bourdin feel for the Hair and Make-up. We style the shoots ourselves but there was a special guest star appearance that I will write about in the next few weeks. (some amazing images to come). All of the shoes were from Sole Society  which I am a “fashion insider” not all of them are in yet but keep an eye out for the bow heels, they’re set to be in any day. The bags are from The Annex our concept shop and they are vintage Celine. Deep breaths they are wonderful. Jewelry is almost exclusively Elva Fields which is genius one of a kind statement jewelry that you can afford and wear everyday! The nail look was one I shared with the model, neon yellow french manicure. LOVE. Look out for separate coverage on Sole Society and Elva Fields in the coming weeks along with an in work behind the scenes video that we’re putting the polishing touches on.

I hope you enjoy Spring 2013 as much as we do…

XOXO

Sergio Valente Heli Desktop Clock. NEED NOW.

Ciaro, $228, Azure $223, Maze $228 • www.gerenford.com

We are off on our safari expedition today!

Channeling Lauren Hutton’s ease and functionality with our safari inspired must-haves…

I am getting all packed up and ready for July 4th. Not to celebrate the holiday but to jump a plane for an amazing safari adventure with the kids from Cool Hunting. More on the packing and the carry-on later. I’ve finally settled on my travel outfit. Simple and comfortable are key since it is about a day and a half of straight travel to get from Los Angeles to Cape Town. It’s going to be one of the great adventures of my life. I CAN’T WAIT!

•I’ll be traveling in•

 •Straw hat procured in Mexico City many moons ago with my good friend Alex Alvarez (ex-genius stylist / current genius entrepreneur)•

•Marni necklace that never let’s me down•

•Zara striped boatneck tee•

•Nudie stretch denim jeans•

•Geren Ford custom safari jacket, we re-constructed existing garments to make bespoke jackets for the trip. (you’ll see a lot more about these later)•

•Geren Ford custom tissue weight scarf bespoke for the safari as well•

•Giuseppe Zanotti leopard print flats•

We have a huge girl crush on Sofia Coppola. She’s got an effortlessly sexy style and we admire her attention to detail!

We’ve picked some high, some low, some new and some old. It’s our day dream of what she might pack in her bag for a summer holiday in Italy.

we love you! XXXXXX GF

We’re looking to Mr. Ruscha for inspiration as we dive into working on the Spring 2013 collections here at Geren Ford . He is a visionary. I was lucky enough to have the the chance to see him speak at The Soho House here in Los Angeles a few months ago. It was inspirational to hear him talk about his artistic journey in such a personal, accessible and honest way. The offices at Geren Ford are currently  ordering up as much of his work as we can get our hands on. To get an on-line version of what I was lucky enough to experience watch the wonderful segment with Stella McCartney  recorded some time ago for Iconoclasts which is posted below.  If only we could all aspire to have as much insight and passion as Ed does we would have a better world!