Beyoncé, Rihanna, and Jay-Z are all fans of designer and TV host Jérôme LaMaar's label.
Jérôme LaMaar enters L Train Vintage’s No Relation Vintage outpost in the East Village looking incredibly glam. They’re a bedazzled ’70s beacon among the NYU students checking out the store’s workwear and leather pieces. The designer turned reality-TV judge’s hair is done up in a bleached coif, and they are wearing a pair of light-wash flares, a burgundy leather jacket, and snakeskin boots .
Since then, LaMaar has grown and held a number of roles in the fashion industry. In 2013, they launched the label 5:31 Jérôme, worn by the likes of—an early supporter of LaMaar’s—as well as Rihanna and Jay-Z; they launched an ahead-of-its-time boutique 9J in the South Bronx in 2016; and they’ve been a trend forecaster. Most recently they relaunched 5:31 Jérôme with Macy’s as And Now This 5:31 by Jérôme LaMaar—still slick but now more accessible.
such as a multicolored striped shirt and baggy cargo pants into their own Rick Owens–and–Gucci–filled wardrobe. Now, LaMaar is hosting the fashion competition showAs we peruse the secondhand sections of No Relation Vintage, a spot that LaMaar used to frequent during their days as a student at Art and Design High School, the designer notes that upcycling and innovation are second nature to them. In fact, their first collection in 2013 was made entirely of secondhand materials.
Public perception of sustainable fashion lines has changed in the past decade, enough that now there’s a TV show highlighting creatives who can make something out of nothing. The designer’s role incombines their love of fashion and innovation while highlighting their electric aura. The cast members are tasked with creating clothes out of various objects often regarded as trash: used blankets, a blow-up mattress, and various T-shirts included.
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