We Meet The New Name To Know At New York Fashion Week: Jérôme LaMaar

Did you see Beyoncé on the cover of Grazia recently? You may recall she was wearing a very striking purple coat. A coat that – and this is rare - no-one on the fashion desk could instantly name-check.

But praise the fashion lords – we have an answer, and it comes with a pretty good story to boot. It turns out that this showstopping piece was designed by an up and coming New York-based label, 5:31 Jérôme.

We caught up with Jérôme LaMaar during NYFW to find out what this under-the-radar – but increasingly hyped – collection is all about…

Grazia Daily: How did you come to the decision to set up your own brand?

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Jérôme:** "

I decided to start 5:31 Jérôme after years of making jewelry and fashion consulting. I realized there was a void and I wanted to fill it with my own point of view. I decided to focus on developing my aesthetic further. After several months of research, saving, editing my thoughts, and finding the right time to show it all. This was the birth of the philosophy of 5:31, it's symbolic for time and for my birthday."

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****Grazia Daily: **What would you say makes 5:31 unique in the New York fashion landscape?

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Jérôme:** "For starters, I am a 5th generation New Yorker, so my perspective on the way I see the world is quite different from designers who moved her to fulfill their big city dreams.
I also believe because 5:31 is based on simple elements taken from street style, philosophy, mathematics and nature with a glamorous approach makes it unique for those who
not one dimensional. I think all of this combines in a way that is authentic to my present world which is unique to me."

Grazia Daily: ****

If you could describe the label in 3 words, what would they be?

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Jérôme:** "Glamorous , Smart and Sexy
"

**Grazia Daily: ****What are your ambitions for the year ahead? 

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Jérôme: "My goal is to grow as a designer and develop my resources to broaden the world of 5:31. I will love to interact with other industries in collaborations, and grow this "Neu-Glam" lifestyle into actual lifestyle. 
"

**Grazia Daily: ****Did you know that Beyonce would wear your purple coat (and it's on the cover of Grazia!)? How did this come about? **

Jérôme: "

It was an honor to have Beyonce wear the embellished plum coat, she wore it twice in one day and that made us so excited!! I didn't know she would wear that piece that day. Since, It was the last piece from the Fall /winter 14 collection I sent it to her stylist with positive thoughts that she would like the piece and actually wear it, and she did....TWICE!!!"

**Grazia Daily: ****And how does it feel to have such an incredible celebrity supporter at this early stage? 

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Jérôme: "It's wonderful to be acknowledged by anyone who feels my new brand is special enough to wear. I'm just lucky and full of gratitude that it was Beyonce who gave me a chance, and opened so many doors. 
"

**Grazia Daily: **Are there any other women you dream of dressing?

Jérôme: "

There is no one bigger than King BEY, but I do admire the way Kim Kardashian-West wear things, it's a vision. I also like Rihanna's personal style and FKA Twigs for her clever style as well. It would be awesome to have these ladies in 5:31 Jérôme."