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.
Photo: Alejandra Guerrero
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.
Photo: Kendra Sandsmark - Ramirez
Photo: Kendra Sandsmark - Ramirez
Photo: Kendra Sandsmark - Ramirez
OMNIPRESENT:
spirits of provocation
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 >
Video: Tyler Curtis
Photo: Alejandra Guerrero
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
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
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
for capturing the evening (UNLESS where OTHERWISE NOTED)
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.
🤍