I really should have dropped the 1.3K on them that afternoon on Avenue George V

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.

]]> http://blog.gerenford.com/style-%e2%80%a2-meet-the-draped-shift-were-in-love/feed/ 0 http://blog.gerenford.com/style-%e2%80%a2-tumi-addict/ http://blog.gerenford.com/style-%e2%80%a2-tumi-addict/#comments Thu, 02 Aug 2012 05:41:23 +0000 Geren Ford http://blog.gerenford.com/?p=1704 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.

One highlight of the safari I just had the pleasure of joining, was that we had the chance to go to a local school sponsored by our hosts and guides The Bushcamp Company. The genius team at Cool Hunting had worked with the team there to be able to donate a classroom full of desks with a portion of the proceeds from our journey. We also had a visit with the students.

We began calling the whole trip “safari, SURPRISE” because at every turn there was a new and more wonderful experience to be had, beverage to be drank, or once in a lifetime moment to be taken in. The highlight of “safari, SURPRISE” for me was the magical effect the kids at this one school in a small town in the middle of Zambia had on the whole group of us that were traveling.

They were some of the most engaged, ambitious, and appreciative group of young people that I have ever encountered. They don’t seem to take anything for granted, they have a perspective on life that is beyond their age and they have a joy and wonder that means that anything is possible.

The students appreciate the opportunity to get an education. They want to be doctors, and scientists and engineers. Zambia has a brighter future with these amazing students a part of it. They need so much, and have so much to give. I hope that our paths cross again soon.

We are off on our safari expedition today!

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