Rihanna has dazzled in his looks on magazine covers, Beyoncé has stunned in his creations on festival stages and at private galas, and supermodels like Hailey Bieber and Irina Shayk have sported his style even on casual coffee runs. In this article on bronxanka.com we dive into the world of this talented and ambitious Bronx designer who seamlessly blends street style, high-octane glamour, and innovation to create a multicultural vision for the future of fashion.
Dreams Turned into Fashion Reality
Jerome LaMaar’s story begins with a childhood passion that blossomed into a lifelong calling. He fell in love with fashion at a young age, vividly remembering his mother wearing a plum Baby Phat shirt adorned with brilliant crystals. That moment sparked a dream to one day create something just as captivating. His imagination was relentless; by age three, he was sketching entire scenes from The Wizard of Oz, and soon after, he was “designing” couture for Barbie dolls using nothing but old socks. For Jerome, creativity was his natural state.
Growing up in the Soundview neighborhood of the Bronx with a mother who worked at the post office and a father in the military, LaMaar’s ambitions always reached far beyond his zip code. His first steps into the workforce were humble—working as a cashier at Key Foods—but even there, he spent the quiet moments between customers sketching designs on the backs of receipts, dreaming of the runway.
The turning point came at age 15 while attending the High School of Fashion Industries. His talent caught the eye of Christina Lee, then VP of Branding at Baby Phat, who told him the words that changed everything:
“Kimora is looking for someone exactly like you.”
Soon, Jerome landed an internship that evolved into a role as Junior Creative Director and Brand Coordinator, working directly under Kimora Lee Simmons. He wasn’t just picking colors; he was helping shape a cultural era, even contributing to the brand’s reality TV presence.
After his stint at Baby Phat, LaMaar continued his education at the Fashion Institute of Technology (FIT), worked as a trend forecaster, and consulted for global brands as far away as Japan. However, his true calling required a space of his own. In 2013, he launched his brand 5:31 Jerome, and just two years later, he opened a luxury boutique in the heart of the Bronx.
How Beyoncé Put LaMaar on the Global Map
When Black Is King debuted on Disney+, the fashion world’s eyes were locked on Beyoncé—and for good reason. In the visual album, she appeared in a series of breathtaking looks, including a turquoise trench-style dress with a corset bodice: a custom creation by Jerome LaMaar.
But this wasn’t the designer’s first rodeo with Queen Bey. She had already worn his embellished bodysuit for her 35th birthday and a pink nylon tracksuit at a Coachella afterparty. Back in 2014, she became the first celebrity to ever wear a piece from his 5:31 Jerome line.
Jerome admits that none of this would have happened without a healthy dose of audacity. One day, he simply left a plum jacket from his collection at Beyoncé’s house via her stylist, Zerina Akers, with a simple request: “Just show it to her.” The very next day, the superstar wore it to the Billboard awards. LaMaar’s Instagram exploded with likes and custom orders, proving the undeniable power of social media and the “Beyoncé effect.”
“Beyoncé has been one of the most important people in my entire career,” LaMaar recalls. “Her mother, too—she was the first to come to the Bronx to visit my boutique and actively promoted my brand on Instagram.”
Colors, Sparkle, and Multiculturalism: The LaMaar Philosophy
Following his success with Beyoncé, Jerome was fearless. His Spring 2017 collection was an explosion of color, glitter, and eclecticism. Turquoise kimonos, logo sweatshirts, and wide-brimmed hats invited the audience into what he calls a “glamour jungle.” For LaMaar, this isn’t just an aesthetic; it’s a worldview.
“My inspiration is almost like a family portrait of the future. It symbolizes the evolution of the planet,” the designer explains.
He sees multiculturalism as the key to the future, weaving together the past, the present, and a world growing alongside a new generation. The collection was also deeply personal: oceanic motifs adorned with sequins served as a tribute to a friend who passed away in Mexico, with memorial verses hidden within the patterns of the kimonos and jackets.
When it comes to his personal style, LaMaar brings that same high-energy spirit to places like Coachella. A frequent guest, he often mixes Y2K motifs, baby pink beanies, beaded bracelets, and futuristic Chloe snowboarding goggles.
“The reason we come to the festival is to consume the culture, rather than just watching it from a stage,” the creative director explains.
9J Boutique: The Creative Pulse of the Bronx Fashion Movement
The 9J Boutique in the South Bronx is far more than just a retail store. It is a hub for community, creativity, and the discovery of both local and global talent.
“I created an environment where people can come in, hang out, relax, talk, and create. I want fashion to be for everyone, not just the elite,” says LaMaar.
His signature South Bronx Luxe aesthetic masterfully blends classic streetwear with high-octane glamour. At 9J, you’ll find everything from denim baseball caps with bold logos to Adidas Stan Smith sneakers encrusted with Swarovski crystals.
With its “open-door policy,” 9J welcomes anyone who wants to be part of the fashion dialogue. LaMaar is a dedicated mentor to the next generation; his protégés include FIT student Roderick Reyes, who rose from intern to showcasing his own work at 9J, and the art collective M.I.N.Y., which developed an exclusive collection for the space.
For Jerome, the Bronx isn’t just a location—it’s his muse and creative engine. He is transforming his boutique into the epicenter of a new cultural movement that champions young talent and redefines the borough’s image. From childhood sketches to an ultra-glamorous brand, and from scooping ice cream to building a cultural landmark, LaMaar’s journey proves that a dream backed by hustle can reshape a city.
Tech and Culture: LaMaar’s Innovative Branding
Jerome LaMaar has recently been aggressive in expanding his creative footprint. “I’m obsessed with technology,” the designer admits, pointing to high-profile collaborations with Samsung and Amazon.
In 2021, he pivoted into menswear, utilizing a “High-Low” approach. By mixing everyday essentials with high-end luxury—think tuxedo shirts paired with hoodies—he created a versatile wardrobe for the modern man. Just as his womenswear defined “street glamour,” he has successfully brought that same energy to the men’s market.
Key Career Highlights:
- Macy’s Collaboration (2022): A sell-out collection that fused classic silhouettes with vibrant colors, vintage details, and workwear.
- The Icon List: Collaborative work with Mariah Carey, Rihanna, Adidas, Nike, and Swarovski.
- MET Gala 2025: His most recent major milestone—designing a custom look for Andra Day in a high-wattage collaboration with Swarovski and Cartier.
By 2026, LaMaar is doubling down on his Bronx roots. His new 9J flagship in Port Morris blends SoHo chic with “Boogie Down Bronx” soul. Part gallery, part boutique, the shop serves as a community anchor for film screenings and collaborations with local galleries. While pieces in the 5:31 Jerome collection range from $200 to over $2,000, the space remains fundamentally accessible for community events.
At the core of his work is the authentic context of hip-hop:
“Streetwear was here before the fashion world noticed it, and it’ll be here after. This isn’t a phase—it’s functional; it’s our reality.”
LaMaar continues to bridge the gap between technology, culture, and style. His collections aren’t just clothes—they are stories of the future, proving to the world that the Bronx can dictate global fashion trends alongside any major style capital.