WEEKEND RECALL | Creative Director Jerome Lamaar
At the early age of 15, Jerome Lamaar plunged into the fashion industry, interning and hustling before landing a position as a Senior Designer and Creative Brand Coordinator for Kimora Lee Simmon’s Baby Phat at 18. It's only been up from there. In 2013, after traveling the globe and doing consulting work for some of the world's biggest brands he launched 5:31 JEROME "a playful womenswear collection which fuses his love for embellishments, maximalism, glamor, and South Bronx street-style."
His innovative, irrepressible style and unstoppable passion for what he does have ensured success as he pursues his own vision, becoming a sort of all-in-one creative powerhouse, pushing boundaries and redefining fashion by combining his love for textiles and maximalism with his signature Bronx-inflected take on "street glam". People are paying attention: his work has been supported by a star-studded roster of movers and shakers, including Kim Kardashian, Beyonce, Hailey Baldwin, and Alicia Keys, to name a few.
Lamaar has also launched an arts and culture movement combining his passion for music and content creation with fashion, opening 9J Studio, a creative space and retail concept in a developing South Bronx neighborhood. Currently, the creative director is partnered with Japanese casual wear designer Uniqlo and is using his time to curate fresh designs and stylistic approaches, "bringing the Bronx to the world," as he says. With so much on the stove, it's no wonder he does more in a weekend than most of us manage in a month. We had him take us along for a whirlwind tour of a weekend in his world.
2pm : South Bronx
My weekends are always packed with great activities so I do my best to use the days wisely. I somehow stretch the hours to make them feel like days and manage to get a lot of things done.
As a creative consultant I am constantly on the move and always in work mode, therefore, weekends for me actually are my time to make room to see friends and family as I am known for being such a worker that I never go out of my studio. What can I say, I actually love what I do, so it never feels like I'm working. Ironically, I accepted several invitations to attend events, dinners and outings as I made a promise to myself that I will use all of the month of May to hang out with family and friends more.
I am focused on making my vision of South Bronx Luxe as pic as possible, so I hopped in my Lyft car and ventured into various parts of NYC to connect the Bronx to the World.
I am constantly seeking inspiration. I try to find locations that feels new and interesting. The local pizza bar, Nobody's Pizza, is full of art, prints of Basquiat, and tasty pizza you can create to fit your mood. I had a great chance to think though some concepts while snacking. I actually saw a bunch of great locals who supported my boutique in the shop and reconnected. After, I went back to my studio and created some mood boards.
My friend DJ NIKKI NARD came to my studio to pull clothes for her gigs over the weekend. We pulled looks that worked best from the archives of my fashion label.
6pm : Soho, NY
I had the pleasure of experience the launch of the collaboration between Byredo and Off-White by Virgil Abloh. The launch was full of influencers who were invited to check out the limited edition shirts, bags , and skincare collaboration. Later, a selected group of VIPs were transported to a private dinner at the new hotspot Le Turtle. We ate a 4 course meal , talked about creativity and listened to vinyl. After all the cocktails and light twerking, we left with great Byredo gifts.
11Am : Times Square , NYC
I made my way down to the Vevo headquarters for a feature shoot with award-winning Photographer named Cam Robert A.K.A CONTACT, for his "Pastel" photography series. It was great to strip away the shine to show the simplest form of myself for the camera. I felt both comfortable and vulnerable as I never show this side of me. I can't wait to see the actual images.
I had a quick photo shoot for my partnership with Uniqlo around the South Bronx before I headed to another dinner in SoHo.
I went back to my studio and changed into a playful look for a meditation and dinner at Gospel. Hosted by my friend, photographer Delphine Diallo. I was surrounded by fellow designers, artists, and curators as we started the night off in a candlelit room, with incense and elixirs made from fresh fruits. The meditation, conducted by Spiritual healer Donna D'Cruz, was profound. We all sat and went inward before eating the tasty vegetarian cuisine and dancing to afro-beats all night.
I woke up and meditated for a few before heading to walk the ICFF trade show at the Javitz Center during NYCXDESIGN WEEK. Creative consultant Brittany Byrd and I were in search of great design as we walked through each booth. Although there was some great ideas, nothing was ground breaking or really stood out... I think maybe we should do something to shake things up next NY DESIGN WEEK. Who knows....We were so hungry after walking for hours and called a Lyft take us downtown to grab lunch at The Standard in the meatpacking district. There, we discussed tons of creative ideas before long we had to head to our next appointment for the days.
After walking across town I had to stop into Insomnia ice cream shop and cop me an ice-cream sandwich they call a Cookiewich. It was about 80 degrees out so it was a great way to cool down as I head uptown to my sister's barbecue for obtaining her Master's Degree. I had so much fun seeing my family and winning every game of Jenga...as usual...all while sipping fruity cocktails.
Shortly, after winning the multiple matches, I headed back downtown to celebrate my friend Katini's Birthday at mediterranean restaurant Cielo over yet another private dinner. I decided to have the tagine which was yummy and a mocktail...as I didn't want to wake up with a migraine. I met many great funny people that night and I was very happy I decided to not flake.
Overall, this super eventful weekend made me realize how much fun things could be if I do take a break. I do love what I do, so I guess this summer is going to be funner as I plan to get out of my studio more over the weekends to explore, support and relax.