A minute with ... Deiwght

With Styleweek Jamaica 2010 just days away, Outlook sat down with president and CEO of Saint International Ltd. Deiwght Peters. The fashion mogul tells us about Saint's conception, evolution and gives us a sneak peek at what to expect at this year's show.

How and why did you start Saint International?

Saint International is an evolution. At first, I was positioning it as a talent management company. I was providing advice and guidance to a talented group of young men called Piano. They seemed to have had big dreams but in my eyes, their commitment to hard work, discipline and drive was not evident. A trip to Atlanta to attend a model and talent convention is where I met Rodney Harris, owner of Slamm Model Management in Atlanta. He and his wife gave me much insight into the business of modelling-how to image models, understanding the international requisites of good models and opening doors all around the world.

By this time (after two years with Piano), I was getting calls from a few young women who expressed an interest in an international modelling career. At this point, they (the model aspirants) seemed more passionate and driven and I decided to commit to that aspect of the business. I had been laid off from Workers' Bank and still searching for a nine-to-five. Then I started scouting for fresh faces, applied the formula of using a high-ranking creative team - photographer Ron Contarsy and stylist Tyron Mayes - to develop high-fashion portfolios for new faces. This was a first in Jamaica, and a turning point for Saint as it brought instant success.

I travelled to four markets across three continents (Miami, New York, London and Johannesburg) and created history signing 16 Jamaican models in these markets. This was the beginning of the Saint revolution.

What were some of the challenges and successes along the way?

Saint revolutionised the fashion industry in many ways and distinguished ourselves as cutting-edge and innovative leaders in the process.

Among the industry-changing events led by Saint International were the Faces of Summer Modelsearch, the first televised model search in the Caribbean. In 2001, when we staged the first CVM Faces of Summer there was no other event of its kind in the region. In fact, Tyra's 'America's Next Top Model', didn't start until years after. Other Saint-led innovations include Jamaica's Avant Garde Designer of the Year and Fashion Block (the biggest live fashion event in the Caribbean). This historic and blockbuster event is the first time, in the history of the fashion industry in Jamaica and the Caribbean, that fashion is taken to the people. Ricky Chin was a very instrumental part of the historic event as an unparalleled technical director. It has helped to shape the fashion identity of the country.

Styleweek Jamaica is the official event for Jamaica's main designers and based on the creative move to stage the events at legendary heritage tourist sites, strengthens the glamour quotient for Kingston. When the prestigious V Magazine featured Saint International (as the only Caribbean agency) among the best model agencies in the world, alongside Elite, IMG and Ford, was another defining moment for the agency.

My biggest success is changing the lives of so many young, poor Jamaicans who get the opportunity to travel the world and develop a lucrative international model career, realising their wildest dreams.

How do you select the models for your agency and who are the top five most successful models to date?

Becoming a Saint model is a difficult task. Besides the physical attributes (minimum height 5' 9" in for females and 6' for men), I am interested in young men and women who are ambitious, driven, have great personalities and are intelligent enough to understand that this is an industry that embraces and endorses sophistication and great style.

It's hard to list just five, but the six most successful models to date include Canise Jackson or CJ (Jamaican model with most international magazine covers), Nakeisha Robinson, Sosheba Griffiths, Shena Moulton, Tafari Hinds, Kibwe McGann.

Where do you see Saint International in 20 years and looking back, what would you do differently now from the way you did it at the start?

In 20 years, Saint will be among the top Caribbean world-recognised lifestyle brands (like Appleton or Sandals) with interest in merchandising, media, publishing, events, model and talent management.

Saint will form the core educational premise on which the industry will grow and become sustainable. The business model to be applied is a hybrid of Elite Europe or Storm Models (London) and Richard Branson's Virgin. Saint will also refine and define the local fashion culture to become distinct, sophisticated and globally recognised.

Since things evolved in an unplanned way at the beginning, I would prefer to have had a solid capital base and administrative team to start, but I honestly believe I learnt more in the way things moved from the start. Doing things alone, you get to understand all the elements of the business.

How long do you take to plan the Styleweek activities?

Styleweek Jamaica takes six to eight months to plan from deciding on the dates, venues and activities to confirming designers and guest supermodels and concluding sponsorship negotiations.

What will be different about this year's event?

The highly anticipated International Men's Collection (on Friday, July 9) which will be a night dedicated exclusively to men's wear is another innovation.

The South Lawn of Devon House will also be an added dimension to the flair of Styleweek Jamaica 2010. Most people are accustomed to the East Lawn. Appleton will be hosting VIP martini and cocktail bars at the events, which will bring true tropical elegance. We will be hosting glamorous pre-event receptions and after-parties for select VIPs with Moët Chandon and Belvedere Vodka's.

JAMPRO will be a main partner to ensure that the development component of the event is supported. We will have two leading buying consultants who work with some of the world's leading retail outlets. Based on the recent upheavals in Kingston, the modus operandi has shifted for the event. The participation of top supermodels like Georgie Badiel and others will truly bring the glam back to Kingston.

Name some of the designers whose collections will be featured this year.

Almost 50 design collections will be shown at Styleweek Jamaica 2010. These include Yola Grey, Neah-Lis, Les Campbell, Dexter Pottinger, HOD (by Gregory Williams), Spokes Apparel, Heather Layne, Kevin O'Brian (Paris), Indashio (New York), Margaret Kidd, Ball Shawn, and many others.