Jerome LaMaar started working in fashion at 15-years-old. Today, the designer explores maximalism and street style under his own line, 5:31 Jérôme, and counts Beyonce as one of his biggest fans. On Friday, Lamaar will debut his SS 17 collection, “Away,” as part of New York Fashion Week. The collection centers around ethereality and escapism; its driving beat is R&B.
As LaMaar began work on the collection, he collaborated with producer MP Williams to build the score. The music became inseparable from the design. “The creation of this project was interdependent,” according to Williams. “I needed to know where Jerome was going aesthetically for his collection, and he needed my music as a source of inspiration for my designs.”
For Williams, who’s produced for A$AP Rocky and Clams Casino, the goal was to translate LaMaar’s ethereal vision into sound, bringing in Crystal Caines, Rob Scott, Jamesxscott and thenobodies to build a moody, introspective vibe.
The initial compilation Williams sent LaMaar reached the designer as he was in the midst of a personal tragedy. “Run,” the opener, inspired Lamaar to write a poem, “Run Away,” that would close out the project. And the song itself became the theme of the collection, “Away”.
Today, we’re sharing the audiovisual project and a window into the collaboration. Unlock the Bundle for the 16-track compilation, art, mood board, and sketches from the SS 17 collection. Art, fashion and music collide...