Raw Geronimo Brings The Rain At Popomomo's LA Fashion Week Event


On Sunday, despite the heaviest rain Los Angeles has seen this season (heavy for us, probably nothing for New Yorkers), dedicated fashion enthusiasts packed out the Mandrake bar for clothing line Popomomo's LA Fashion Week event. Performing that night was the line's latest campaign star, musician Laena Geronimo, shot by an amazing photographer and personal friend of mine, Job Piston.
The photographer with his work

Raw Geronimo

Popomomo stands for "post-postmodern movement" and boasts collections made locally of only sustainable and/or organic fabrics. The simple, feminine and delicately architectual designs are as sustainable as the material they're made of: They can be worn and accessorized in so many ways, expanding the pieces' longevity. Having previously designed for Urban Outfitters and Free People, designer Lizz Wasserman no longer wanted to be restricted by the gaudy limitations of disposable trendiness. Popomomo is at its core completely season-spanning, not to mention good for the environment.


Watch a clip of Raw Geronimo's performance. Sorry the lighting and sound is weird!


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Piston met Wasserman through her husband, whom is an artist Piston attended school with, and she approached him for the project. The inspirations behind the collection were artist and writer Eve Babitz and musician Patti Smith: "a dark and sweet 70's, grey day LA vibe." For the shoot Piston said, "Lizz wanted the model for this collection to reflect its design references: a writer, a musician or cultural figure from an artist community...We were very lucky and excited Laena agreed to work with us."

While Laena Geronimo is better know as the bassist for 60s throwback sweethearts The Like--replacing founding member Charlotte Froom--she also plays violin in Swahili Blonde, plays percussion, violin, vocals and keyboards with Dante Vs. Zombies, occasionally plays bass for Residual Echoes, all on top of her own band, Raw Geronimo. In a coincidental overlap, while Geronimo has modeled for the LA-based Popomomo, her bandmate Z Berg from The Like has modeled for an LA line called Geronimo (no relation).
Perhaps it's not just the "cool" factor that draws designers and artists together, but the dynamics of shooting an artist v.s. a model. Of the Popomomo shoot, Piston recalled, "Some models are particular about their 'good side,' or what angles they're photographed from. There were no restrictions on which angle Laena preferred to be shot from. On stage, the audience observes you from 180 to 360 degrees...She's a natural character and that element made the images truly collaborative."

I've said many times how fashion and music are close relatives that beautifully play off eachother. And if anything, designer/music collaborations make for more fun events than a traditional runway show. With the whole band clad in Popomomo, Raw Geronimo rocked their brand of sweet-to-stomping psychedelic rock, heralding influences from Devendra Banhart and fellow LA band Warpaint--and of course a bit of The Like. While the Mandrake has a large sign that says, "No Dancing Allowed," that combined with the rain didn't deter fashion revelers from having a good time.
Photographer Job Piston with Lizz Wasserman

Piston & Geronimo with yours truly. Such cool last names.