Something Lynn’s Leonard Bruce told me was “I really do this.” Bruce, a transparent and driven creative, battles (and overcomes) anxiety and self-doubt to inspire others and lead by example. A Lynn native, Bruce returned to his home city in 2023 after a period in New Hampshire. Bruce launched his modeling career upon his return, signing with Maggie Inc., a Boston-based, high-fashion model management agency and has also participated in more than 25 shows across New England. Beyond modeling, Bruce is also a designer, musician, artist, director, photographer and writer.
Gaining exposure to industry modeling, Leonard observed its distinctions from street modeling. His time on set, collaborating with seasoned professionals and directors, broadened his understanding of the larger industry. This experience proved instrumental in his own projects shortly thereafter. Bruce questions why Boston’s creative scene doesn’t get the same recognition as cities such as New York or Los Angeles, despite its history and uniqueness. He believes that instead of collaboration, people focus on clout and charging each other. However, Bruce also sees potential.
“I feel like Boston isn’t up to that level yet, but it’s on the way up. I feel like it’s overlooked,” Bruce said. “There’s things that you can’t find in New York, such as real genuine love and support.”
EARLY BEGINNINGS, CREATIVITY IN HIS SOUL
Bruce’s interest in the arts began during early childhood, influenced by his father and the studio environment. His family included musicians, actors, and artists, further nurturing his artistic journey. At the age of 6, Bruce recalls being in the studio – then The World Is Yours Entertainment, which was located where The Vault now resides – with his father. His artistic lineage runs deep: his Honduran grandfather was an actor, both grandmothers and his mother sang, his sister is a creative director, and he has some cousins who are involved in films and some who are rappers signed to Jim Jones, the American rapper and record executive known for his time with the hip-hop group the Diplomats. Given the prevalence of arts among his family members, it was unsurprising that Bruce chose to pursue a similar path and states “I’ve got creativity in my soul.
“I work really hard. I feel like my work speaks for itself, and eventually, it was noticed.”
After moving back to Massachusetts from New Hampshire and facing racial isolation, Bruce didn’t realize how great he was until he returned. He had met with $teeze Trince, whom Bruce credits as someone who helped him develop himself and look for who he really is. Going through a tough time in his life, Bruce started taking pictures and exploring different creative outlets. Bruce then joined the Boston Modeling Connections group on Facebook, where he connected with a photographer. This connection led to an invitation for a photoshoot for CALIWATER, a brand by Vanessa Hudgens. Following that, Bruce received another invitation to shoot for Ghost Energy. He would go on to foster relationships within the industry and among individuals in the arts and modeling communities.
YOU HAD TO BE THERE, THE PRIVATE SHOW
In 2024, Bruce ventured out and began to work on a new project, which is now known as The Private Show (TPS). TPS showcases local New England designers and models through an immersive, emotional, and community-focused experience. The idea came to light from a friend, Jay Moon, who knew Bruce’s dad, and wanted a fashion show to be held in Lynn. “I know you from your dad. He always talks about you when I’ve seen him, and I see you’re into fashion, I see you’re blowing up. So, come do this in our city.” In two weeks, Bruce started up the show with the first person he called: Ruby-Lee. Together, the two put on the first TPS at the Lynn Museum and this year, they will be celebrating the one-year anniversary, and their fourth show, at the Taffeta Music Hall in Lowell Saturday with doors opening at 7 p.m. and the show starting at 9 p.m. until midnight. TPS has been put together by the team of Bruce, who is the director and host, Ruby-Lee, who is the lead model coordinator and assistant director, Henry Rosa, who is the model coordinator and treasurer, Justin R. Trafford, who is the design coordinator and stylist, and Maciel, who is also a model coordinator. The show will highlight designs from brands including Garina, Sh0ck, MonKs, Sarah Crochet, and H.E.R. Fashion, to name a few. With Boston’s own recording and performing artist SeeFour taking the stage as well.
“People want this, people want to be a part of it. People want to want something good and they trust Ruby, my team, and myself to lead it. It’s crazy,” Bruce said. “I hate being superficial, and just putting on a show. I want this to be a night that people look forward to, something that people feel at ease to be themselves at. You know what I mean? Something that people feel proud to be at, and proud to be themselves at. Cheer as loud as you can, yell whenever you want. Be whatever you want to be because The Private Show . . . we keep it behind closed doors for the night only.”
CREATIVITY AND PERSPECTIVE, WELCOME TO GARINA
Speaking of Garina, one of the brands to be modeled at TPS, it was created by Bruce himself, which offers upcycled, contemporary denim fashion with edgy, jagged, European-inspired styling. Inspired by Bruce’s Garifuna heritage, the brand’s name is inspired after the Afro-Indigenous ethnic group. The Garifuna are descended from West African slaves and the Arawak and Kalinago indigenous peoples of Saint Vincent. In the 18th century, they were exiled and later settled in Central American coastal communities such as Honduras, Belize, Guatemala, and Nicaragua.
“I took the first couple letters and I just made it mine. I feel like my ancestors were warriors. They fought back against all odds, and ended up winning. Even when they were captured, they kept going and I feel like that lives in me,” Bruce said. “I try to bring that with each one of my pieces. Original authenticity, original personality with all of my pieces and how they fit on you. I feel unstoppable and I want to give that magic and that power behind the name of my brand.”
The brand consists of denim pieces (mainly pants) that feature the style of bellbottoms and flare outs. Although Bruce can also make bags, he wants to master denim before expanding into putting out different clothing pieces. You can view the Garina Instagram page to see the pieces that are currently available for sale, or you can reach out and place a custom order.
“I’m big on art – not making money. Art and showcasing. If someone wants to buy something, sure. It’s about making an outlet for yourself,” Bruce said. “It goes back into the show, too. I feel like I made an outlet for other people as well. I get to showcase my own clothing that I made out of my imagination into a show that I curated from my imagination. It’s crazy.”
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