In 6 short weeks it’s been an interesting swing in temperatures and locations. From 115 a degree heat wave to sub-zero temps and a blizzard. Australia to LA to NYC to LA to NYC to LA to Vegas and Miami next….it’s going to be an interesting year.
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
Anyone who knows me knows that I’m an addict for Tumi Luggage. I have traveled the world exclusively with Tumi for years and I was beside myself when a large box arrived a couple of weeks before the Cool Hunting safari adventure. It was a TUMI BAG!!!!! Custom made for the safari, with my initials on it. I first posted as I was packing it up for the journey. More here. Once we were on our way it was planes, trains and automobiles (mostly Land Rover trucks) for the bag.
The bag logged thousands of miles immediately. Los Angeles to Frankfurt / Frankfurt to Jo’Burg / Jo’Burg to Cape Town… a death scare for the bag…Checking in at the Cape Town South African Airways Desk at 4:30am the handler allowed my bag to go without it’s airline tag attached. Mind you there are 2 weeks worth of very specifically chosen safari necessary items in this particular bag with no time to re-create the contents. An hour, a few tears and lots of insistent requests later the bag is fished out of the belly of the airport and tagged. I was rushed through security and to the gate so I didn’t miss my flight. Phew. Back on track. Cape town to Jo’Burg / Jo’Burg to Livingston / Livingston to Lusaka / Lusaka to Mfuwe / into the bush and back / Mfuwe to Lusaka / Lusaka to Jo’Burg / Jo’Burg to London / into the city & back / London to Los Angeles. All in two weeks. The bag passed all the tests that the airlines and I threw at it with flying colors.
Here the bag is on it’s last stop in London at The Haymarket Hotel it looks just as at home here as in the bush. Thank you to Cool Hunting and Tumi for making the adventure that much better.
Heidi Slimane, genius designer, genius photographer…..check out his first west coast show before it comes down the 29th of January, for info on the exhibit click Heidi Slimane @ MOCA. It’s at the MOCA Pacific Design Center which is smack in the middle of West Hollywood and very easy to drop by. Lunchtime art!
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!
We’re plotting and planning our time in NYC for February fashion week festivities and we know we’re not prepared being from LA and all we need coats! We’ve got the classic black (Jil Sander we’ll have for the rest of our lives…) checked off the list but need something a bit less heavy and more playful. Here are a few under consideration. Carven, Carven, Carven Carven…we’re in LOVE!
