Read the intimate interview and learn more about the multi-hyphenate creative who has been collaborating with beverage brand DIAGEO and celebrating creativity.
After opening Fashion Week with a colorful Kevin Aviance-led bash and a conversation with GFX founder Patrick Duffy at the new Virgin Hotels in New York City, The Knockturnal secured some one-on-one time with the legendary thinker, designer, and vibe creator Jérôme LaMaar.
Currently the founder and director at 5:31 and a host on the Fuse show Upcycle Nation alongside Karrueche Tran and Peder Cho, LaMaar’s enthusiasm for sustainability and trend forecasting has lead to a long and successful career across a number of industries, working with everyone from Beyoncé and Kimora Lee Simmons to brands like Adidas, L’Oreal, Uniqlo, and more.
Join us in diving into the wild world of Jérôme LaMaar, interviewed by Benjamin Schmidt.
The Knockturnal: Hi! So you come from The Bronx, in New York City. You’re not shy to tell people that you’re from the Bronx. How did growing up in The Bronx make you who you are today?
Jérôme LaMaar: I think the diversity and the flavor is a Bronx flavor that exists. And to me it’s just the coolest thing in the world. Most people don’t realize they celebrate the Bronx all the time. Botanical Gardens, the Bronx Zoo, the Yankees, that’s all in the Bronx and that’s home for me. We love Ralph Lauren. We love Calvin Klein. J. Crew. This is all the heritage of the Bronx in the world today.
The Knockturnal: You have an ongoing relationship with Beyonce. Tell us about that!
Jérôme LaMaar: Yes! Let’s speak about it!
The Knockturnal: What your favorite song by her?
Jérôme LaMaar: Wow. Right now, my favorite song is Alien Superstar. A little bit of Heated– that’s all the new album. Yeah, the new album felt like it was made for me. Yeah. I love disco. I love house, I love dancing. I love glamour.
The Knockturnal: Yeah. It has a lot of that. I was just remixing Heated on the train here. I’ll send you the remix.. The first time Beyoncé wore one of your pieces… that must have been a remarkable moment. Tell me about it!
Jérôme LaMaar: So when Beyoncé wore my stuff in 2013, that was the first time I went viral. And what was so nice about it was everyone started to discover my world through Beyonce’s lens. She wore my jacket twice in one day. That was it. Like everyone wanted to know who was the designer. ‘Oh my God, a Black designer!’ and I got the name, ‘Beyonce’s designer’, when I’m not even her designer. So that’s where my career began in 2013. And! She’s worn my stuff every year since.
The Knockturnal: How flattering!
Jérôme LaMaar: Yeah, it is.
The Knockturnal: What kind of advice can you offer young creatives who have creative ambitions but they’re just getting started in that journey?
Jérôme LaMaar: Well, I always tell the next generation to try different things out and figure out what makes them feel good. Lean into the thing that makes them feel good rather than things that’s gonna make them money. Money’s important, but if you’re gonna wake up every day and be miserable, what’s the point? Find something that makes you feel fabulous and feel good and that’s gonna make you just work nonstop. It won’t feel like work.
The Knockturnal: How do you get inspired? How do you mentally get into a creative space? For me, I need music and I need to be in a public place.
Jérôme LaMaar: Oh! I don’t wanna see anyone, I don’t want anyone texting me. I need music blasting. Yeah. Either in my ears or in my apartment. I need a clean space. Okay. So I clean before I create. Finally, I need lots of food.
The Knockturnal: How has DIAGEO supported you and your creativity?
Jérôme LaMaar: They supported me mainly because I am a multi-hyphenate creative and a person of color and also non-binary. They really embrace the fact that being a multi-hyphenate and a designer is okay. Of course, I’m standing for sustainability. in my own way, And that is also part of the Society 2030 initiative. So the alignment really strong. I think that’s the special part there. There’s no forcing and there’s no stresses that comes with it. It’s an organic collaboration. And of course! there’s the three drinks that I got to create and name.
The Knockturnal: That’s right!
Jérôme LaMaar: I like these. I like variety. Yeah. So if I don’t have variety, darling… I just need to have it. And so they gave it to me. We have a non-alcoholic option as well. It’s three different energies.
The Knockturnal: And they’re named for you too!
Jérôme LaMaar: Yes. I am craving my espresso martini as we speak.
The Knockturnal: Can we get somebody in the line right now for that?
Learn more about Jerome LaMaar here. Learn more about DIAGEO and the Society 2030 Initiative here.
