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Talk about a pedigree: besides dressing indie goddess Jenny Lewis, Geronimo designer Jenny Reyes (whose actual middle name is Geronimo, or so legend has it) honed her chops while interning at Rodarte. Reyes launched her first full official Geronimo collection a couple of years ago, and she continues to refine her sensibility -- which definitely looks more like Jenny Lewis than it does Rodarte. There's an unmistakable retro influence, fused with Southern California girly looks. The photoshoot for the Spring 2011 makes us think of the (anti)heroine from Play It as It Lays -- it has that late 60s turning the corner into a new era feel. And it looks just right for the dog days of summer.
See more of Geronimo at the Midsummer Night's Sample Sale, hosted by Designers and Artists and yours truly! Check out RackedWire later today for all the details.
· Geronimo [Official Site]