LEONA:

the unveiling

JULY 17, 2025  |  PRIMITIVE   |  CHICAGO, ILLINOIS

The unveiling of LEONA was a feathery fever dream, my grandmother’s mischievous spirit flickering through light + shadow as guests explored the namesake collection from concept to creation. Filaments of forbidden fruit threaded one moment to the next, senses titillated one by one as each object of obsession became a conduit for memory, seduction + transformation.

call

the

A matchbook...a number...

...a whisper.

By pixel or by post, a curious invitation arrived...

those who called the ‘LEONALINE’ were rewarded with whispered details + directions to a salacious state of mind and A mysterious locale...

they called.

she answered.

upon arrival, a newly-familiar black feather BEACON beckoned guests inside, where they were welcomed with a program before being gently guided into the lair of leona amid primitive’s stunning collection of objects + relics.

SEDUCTION

the

A table of

PHoto: Dani Soukup

temptation:

LINGERIE FOR YOUR TABLE, FORMALLY INTRODUCED:

libations led to the library, where A candlelit display of ritual objects was waiting to be handled, studied, desired.

INITIATION

the

upstairs:

ANOINTING

in primitive’s ‘buddha room’, A voluntary ritual through time + spirit guided by Alejandro Salinas:

An offering of ONEself; a whispered rite of release, reverence + longing in accordance with past, present + future.

OMNIPRESENT:

spirits of provocation

two veiled sirens, cloaked in black…Abby + Alexa

like smoke through theY FLoated through the dark, slipping black envelopes, single feathers + long-stemmed roses into unsuspecting hands. Each offering was a quiet invitation; a dare.

To be chosen was to be marked…to be watched…

to be desired.

whisper

the

A meditation

in breath + echo.

in an acoustically perfect chamber, the pomegranate mused over as aphrodisiac and elegy: a forbidden fruit suspended between realms.

listen >

anywhere + everywhere:

the FORBIDDEN FRUIT

Somewhere within Primitive’s four floors, a golden pomegranate was hidden by leona in plain sight.

he / she who found it (hopefully) did not eat it… and rather followed closely the accompanying instructions to claim their reward…

Leona is still waiting for you to reveal yourself, darling…

Another rite awaits.

This was only an amuse bouche…

Sign up below to be among the first to be summoned for LEONA’s next course.


gratitude + acknowledgements

Dani Soukup

for bringing clarity, structure + style to the dazzling chaos of event execution

Primitive (Glen, Alison, Geronimo):

for seeing + understanding Leona, & for offering her a magnificent context from which to launch

 Alejandro Salinas

for so profoundly knowing + navigating all realms the spirit inhabits 

 

Abby Holgersen + Alexa Culioli

for your omnipresent spirits of provocation + PLAY

 

Brooke + Christian

for your lovely hospitality prowess 

OSCAR AGUILAR

for capturing the evening (UNLESS where OTHERWISE NOTED)

HP WOODCRAFT

for bringing the pipette, blade + pointe so beautifully to life

+

you

for your presence + support, for the unveiling and always. for dreaming with me + honoring leona.

she’d be so proud.

🤍