There are few designers who spawn entire collection so lovely that I could honestly incoporate each piece into my wardrobe. That being said, I ooh and ahh over every single thing I've ever seen from Geronimo, aka fashion designer extraordinaire and all-around amazing lady, Jenny Reyes. You are most likely familiar with her playful pin-up-chic works even if the name doesn't ring a bell. She has traveled the country with bands like Rilo Kiley and Jenny Lewis with the Watson Twins, designing the latter’s now iconic stage outfits. Recently, Geronimo has been featured in Nylon, Under the Radar, and Rolling Stone, just to name a few.
Geronimo's Spring 2009 Lookbook is expertly modeled by Z Berg, lead singer of LA-based band The Like. When I asked Jenny (the designer, not the Lewis!!) about her model choices, she said, "I like to use models who are also musicians because I feel such a connection to music and fashion."
Some of my favorite looks from Spring 2009:
Jenny is such a dear and humored me in answering a few more questions I had. Check 'em out:
== Who are your personal favorite designers? JR: Currently I am in love with Rodarte, Chloe, Alexander Wang, Phi, and Balenciaga.
Do you plan to sell Geronimo nationally via boutiques eventually, or will your lines stay primarily an online store? JR: My plan is to have Geronimo all over the world! My first collection was available online mainly because I wanted to see what people thought of it. I wanted to start out really small and build my name first before I go into stores. For my next collection, I am working on getting stores to carry Geronimo in Los Angeles, New York, Chicago and Paris.
What would you say is the overall theme of Geronimo? JR: My inspiration mostly comes from vintage pieces from old magazines, music, paintings and old movies. I like to make clothing that mixes classic tailored quality with current fashion sensibility that in turn creates something youthful and playful.
When I look through your collections, I think of classic sexy curvy beauties like Marilyn Monroe and Bettie Page. Were you inspired by any particular celebrities and/or designers when creating these gorgeous designs? JR: I am always inspired by my friends. Luckily for me I have great friends who have great style and who share their love of vintage clothes with me. Jenny Lewis has always been such a true friend and a huge supporter of Geronimo and so I make clothes that we want to wear. When I design I usually ask myself,what would my friends and I want to wear for the summer or fall?
Another great supporter is my best friend Winona Ryder who is just brilliant and has an extensive knowledge of everything vintage! We watch old movies together and just freak out on all the beautiful clothes that the old Hollywood actresses used to wear. She has an amazing archive of beautiful vintage couture clothes that I have access to that I obsessively study. I see how things were intricately made and I definitely add that knowledge to my design aesthetic.
A few of my favorite looks from Spring 2010:
Geronimo's full Spring 2010 Lookbook is now available for view here.
And be sure to check out the shop while you're on the Geronimo website - Jenny has declared an End of Summer Sale! Get 20% off your purchase (!!!). Love.