We had the chance hear Jérôme LaMaar talk about his experiences in the world of sustainability, work with DIAGEO as part of the brand’s Society 2030 initiative, as well as dance to the grooves of queer icon Kevin Aviance.
If there was any question whether New York Fashion Week was back in full force, the situation at the brand new Virgin Hotels in NoMad might settle any outstanding concerns. Designer, futurist, creative, and thinker Jérôme LaMaar offered one of the most blissed-out yet glammed-up Fashion Week parties in recent memory, along with the support of DIAGEO, one of the most progressive and collaborative brands on the planet.
As guests arrived to the Virgin Hotel’s Everdene restaurant by way of a secret password at the door, arrivals were treated to a step-and-repeat featuring a wall of shimmering tiles and disco balls. It was the first encounter with Jérôme LaMaar’s Disco moment.
Billed as a “Conscious Fashion Preview”, guests were dressed to impress, coming in every color and inspired by Jérôme’s own dynamic style. From blankets-as-coats to vintage Ecuadorian ponchos, through to tuxedos and gowns, all perspectives were represented. As a designer in their own right and responsible for the 5:31 Jérôme LaMaar brand, Jérôme wore a pair of sky-high Rick Owens boots paired with a classic washed jean and oversized white dress shirt.
Currently a host on the Fuse show Upcycle Nation alongside Karrueche Tran and Peder Cho, LaMaar’s enthusiasm for sustainability led to an enlightening conversation with Global Fashion Exchange founder Patrick Duffy, whose organization works to support the United Nation’s SDGs though the lens of fashion. The topic of this intimate chat explored LaMaar’s career and the evolution of clothing and textile reuse in today’s fashion.
The very definition of a multi-hyphenate, Jérôme LaMaar got their start with the iconic Baby Phat brand before going on to collaborate with countless brands as a stylist, creative director, and other roles. That resume includes Adidas, L’Oreal, Uniqlo, Calvin Klein, Mattel, and many more.
As a thinker, a vibe curator, and a creative, a collaboration with beverage brand DIAGEO seemed natural. DIAGEO has embarked on its Society 2030 initiative, where the brand is making direct collaborations with the leading creative talents to create a more inclusive and tolerant world. Along with Jérôme Lamaar, DIAGEO has collaborated with 3.1 Phillip Lim on an immersive gallery experience, as well as with designer LaQuan Smith, who’s own mission of diversity and inclusion in fashion has garnered him the world’s interest.
DIAGEO and Its Brands Ketel One, Tequila Don Julio, & Seedlip Toast to the Voices of Inclusive & Sustainable Designers with Designer & Creative Director, JÉRÔME LAMAAR at The Conscious Fashion Preview at VIRGIN HOTELS NEW YORK CITY
DIAGEO and LaMaar collaborated on a variety of cocktails for the event and afterparty, featuring both alcoholic and non-alcoholic elements. Guests could enjoy the “Disco Jerome” espresso martini featuring Ketel One, “The Futurist” with Don Julio tequila, and “The Upcycle”, featuring the new, non-alcoholic Seedlip Grove 42.
As for the afterparty: A sprawling, lush, and deeply inclusive DJ set from icon Kevin Aviance (whom you’ve heard on this Beyoncé song) set the tone into the wee hours. Joy, celebration, and the brilliance of queer minds made the dance floor move, with occasional break-out performances and a catwalk strut by LaMaar and models.
Jerome Lamaar with Adolophine Models Powered by Diageo and its brands
Running the gamut from vogueing classics to disco remixes, Aviance even offered a rare performance in front of the booth. Most of the night Aviance ruled from behind the decks, commanding the room like a drill sergeant, hyping dancers and setting the pace. It felt safe and addictive and the freedom on the dance floor was exactly what many needed, as the end of the work week, the start of the fashion season, or simply a moment of liberation.
