Styleweek: High fashion promotes Brand Jamaica

Sadeke Brooks, Staff Reporter

Models walked into the room wearing high-end designs, ushering the start of what is expected to be a feast of exciting fashion at Styleweek Jamaica, which will be held next weekend.

On Friday, the models strutted into the ballroom at the Wyndham Kingston hotel (formerly Hilton Kingston), in New Kingston, to music being played by a group of drummers.

The male and female models walked in and struck their poses while Saint International boss Deiwght Peters spoke.

Peters announced partnerships with Jampro and the Heart Trust/NTA. He said Saint International would be working with the students from the Heart Trust/ NTA, who will be in seminars with local and overseas designers. Peters also announced that there would be two international buying consultants at this year's event.

Claude Duncan, vice-president of investment and promotions at Jampro, commended Saint International for aiding in the development and promotion of the Jamaican fashion industry.

"Styleweek has done much to show the Jamaican talent that exists," he said, noting that the event exposed old and new designers.

He said he was pleased that an event like Styleweek could occur while the country was still in a state of emergency, as "it says to the world that Kingston is back to business". He also noted that Jamaica lost more than US$1 million as a result of the unrest in Kingston.

Sidney Bartley, from the Ministry of Youth, Sports and Culture, was also pleased to be part of the launch, saying he believed it was helping to promote brand Jamaica. He said he was proud of Saint International because the company had helped to discover many ordinary Jamaicans.

"Many of his models come from grass-roots where the culture was created," he said of Peters and his 10-year-old company.

After strutting earlier and striking poses around the room, the models took the stage to more drumming. This time, the audience got the opportunity to really see the pieces from old and new designers like Drenz Fashions, Shenell Francis, Les Campbell, Elan, Neah-Lis, HOD and Spokes Apparel. Peters also used the opportunity to show off some of the more established models that had come out of his agency and were now representing the country in many parts of the world.

Styleweek Jamaica will kick off on July 9 with the International Men's Collection on the South Lawn of Devon House.

The International Mecca Of Style will be held at Fort Charles, Port Royal, on July 10, while Fashionblock will be held on Knutsford Boulevard on July 11.

Did you know ...?

Did you know that Appleton Temptation Isle (ATI) weekend was centred around the event, Stages which was the first ATI event, and was held on Saturday August 4, 2000 at Risky Business?