Having spent the better part of the past year pitching in with Beyoncé’s Ivy Park line for Adidas, LaMaar is creative directing Alife New York’s upcoming streetwear, developing an interactive digital experience for the new Bronx Children’s Museum, mentoring students at the Savannah College of Art and Design, talking with Netflix about prospective projects and writing a book. In an interview Tuesday, the 34-year-old said, “I’m doing a lot. My life now is way above just the fashion industry.
As a student at the Art and Design High School, Kimora Lee Simmons’ assistant scouted him and before long he was working for Simmons at Baby Phat. “That was pre-social media, pre-everything — before the Kardashians had a reality show,” he said, adding that he worked on the brand’s fashion shows and licensing, too. “I basically grew up there. I left in 2008 and started my own world, doing trend forecasting for a long time.
While many designers dream of dressing Beyoncé, LaMaar has done so several times. He also has suited up the Grammy winner’s mother Tina Knowles Lawson, who returned the favor four years ago by Instagramming a photo of herself in one of his 5:31 looks and encouraging people to “Check out this young talented designer.” His story with Beyoncé goes “waaaay back,” since she was “the first celebrity to ever wear his brand,” LaMaar said.
For the next few weeks, LaMaar’s focus will be on costume design for the Miami run of “As Much As I Can,” a play dedicated to raising awareness about HIV and AIDS with people of different races. The costumes for next month’s stint in Miami will be different than the ones he created for the play’s stay at Joe’s Pub last fall. “I try to read the script and bring each character to life through the clothing. I’m a fashion designer and I love culture.
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