Menswear designers aim for the spotlight: Styleweek Jamaica 2010 to be used as a platform to capture more support

Garfene Grandison, Gleaner Writer

As the excitement builds for the 2010 staging of Styleweek Jamaica, the opening night's presentation has caused intrigue among many.

The International Men's collection, which kick-starts the runway schedule on July 11 will be held on the south lawn of Devon House in St Andrew.

Ironically, this comes on the heels of the International Menswear Collections in Paris and Milan.

Historically, menswear has taken a back seat to the women in fashion.

However, over the last two decades, the evolution and explosion of corporate dress and the ascension of the 'metro-sexual' man as a modern-day phenomenon, has inspired many top designers such as Ralph Lauren, Christian Dior, Roberto Cavalli, and Calvin Klein to extend their brands to menswear.

According to creator of the event Deiwght Peters, "Styleweek Jamaica maintains a cutting-edge schedule with a night exclusively dedicated to men's fashion, which is a big part of the fashion industry."

The first and last time an event exclusive to men's fashion was held at Styleweek Jamaica in 2008, it was to a sold-out audience.

While there is no official data available, Peters estimates that the local market for menswear, which he defines to include fashion, accessories and furnishings (belts, ties, shoes, socks, underwear, fragrance), earns in the region of $500 million per year.

An exciting time

Through the staging of Styleweek Jamaica; a platform is being set for Jamaican brands to become mainstream, while maintaining exclusivity.

"This is an exciting time for menswear in Jamaica, the designers have been working diligently to showcase the craft," claims Peters.

"Among the designers registered to showcase are Les Campbell, Mark Anthony, Spokes Apparel, Rick B's, Balla Shawn, Tony Crash. Making their Styleweek debut will be Rob Anthony, Roj, Rojoh, D Luk among others. There will be a very special Hugo Boss Collection courtesy of Max Brown," Peters boasted.

A number of Jamaica's brightest young turks and selected entertainers will be gracing the catwalk at Devon House and will be sure to close the gap of popularity between men's and women's fashion.