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Generra’s New Girl

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With a name like Harley Viera-Newton, it was only a matter of time before someone set the DJ and girl-about-town on a hog. The moment has arrived. For their first collection as creative directors of Generra (though Swaim consulted on the menswear last season), Swaim and Christina Hutson commissioned photographer and filmmaker KT Auleta to shoot Viera-Newton raring around town on a motorcycle to the sounds of indie band Sleigh Bells. Between Auleta, Viera-Newton, Sleigh Bells, and the Hutsons themselves, it’s enough cool-kid cred to make your head explode—which may explain the video’s colorburst effects. (Well, that, or Generra’s status as the ancestral home of Hypercolor, the eighties color-change fabric.) Does it contain any clues to the label’s upcoming NYFW presentation? Not exactly. “It’s 40 models riding Harleys down the runway!” Christina joked when we checked in with her and her husband at their NYC studio. Next year, maybe. This season, “we’re trying to make it more of a party than a runway,” Swaim said. “And Harley really fits that. It’s not going to be such a serious thing.” The party begins below.

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