Jerome LaMaar presents 5:31 Jerome

In designing the 5:31 Jerome collection for men and women, Jerome LaMaar looks to the future through the evolution of the human race, and  explores the idea of the cosmic race of multicultural fusion.  Street wear, oceans, tan skin, ethereal ideas and evolution of glamour all come together in this collection, AWAY, which featured  which featured sweaters and jackets with Swarovski crystals, in avant garde cuts.

“The look refers to a conceptualized approach to futurism and the high tides that are forecasted to arrive at our shores,” says Lamaar of the collection. The handpainted straw hats symbolize a UFO.  The shapes of the models’ fingernails referenced surfboards , and the eyewear was hand crafted in Japan in collaboration with Archibald Optics.  On the models’ feet were Birkenstocks, encrusted by hand with seashells and pearls.


Jerome LaMaar has been designing, trend forecasting and styling since he was a teenager. His first job, at age 15, was as an assistant to Kimora Lee Simmons at Baby Phat, and he’s been a celebrity darling ever since. At 20, Jerome was commissioned by June Ambrose to design all of the costumes for Mariah Carey’s 2006 Adventure’s of Mimi World Tour. And most recently, you may have seen Beyonce rocking his designs several times over the past few days.


Born and raised in the Bronx, under the astrological sign of Gemini, Jerome is a fifth generation New Yorker, and is of Afro-Portuguese, Cuban and Ethiopian heritage.