'Out of Many, One People', goes the famed motto of Caribbean Island, Jamaica.  A country composed of a beautiful cultural mix of backgrounds including African, European, Chinese, Indian and Jewish to name a few. It’s no wonder that Jamaica’s diverse DNA has offered the world plenty by way of popular culture. From the rich sound of Reggae music and its sub genres, through to the idioms that have infiltrated inner-city ‘slanguage’ across the world. Jamaica’s mass cultural significance is perhaps best exemplified by the numerous displays of brand advertising, which attempt to partner the exotic idealisms of Jamaica with products, knowing all too well that consumers will gladly lap up such forged associations- If it’s got that Jamaican vibe, then it’s alright.

Yet, there is a steadily flourishing Jamaican industry that will soon join the list of fine Jamaican exports and industries. After a trip to the Luxury resort- The Royal Plantation- in the popular tourist town of Ochos Rios, and having experienced the postcard perfect environment synonymous with Jamaican tourism, it was time to head to Kingston, Jamaica. It was here I experienced a taste of a movement that has been bubbling under the surface for some time-Jamaican Fashion. And more specifically, the higher end, über stylish side of Jamaican Fashion. Who knew?

Barry Moncrieffe, Jamaican born couture designer and one of the headliners of Caribbean Fashion Week 2009, summed up this Jamaican Couture awakening, stating, “people think Caribbean is just sun and beach.  But we like to dress up, we like to wear suits and sometimes be formal, so it’s not just flip-flops and a casual look. There’s a cross section from very casual right into formal.”

The idea of Jamaican couture might seem incongruous. Why? Because we’ve seen Jamaican street style all too often.  Be it in music videos or at Carnivals and Festivals around the world, Bob Marley t-shirts, string vests, ‘short shorts’ (or batty riders as they’re affectionately known) have come to characterise Jamaican style.  Multibillion dollar clothing brands have eagerly simulated this look and adapted it to worldwide street style.  But it seems we’ve all missed a trick.  Beyond the array of casual brands and street wear designers, awaits a host of exquisite couture designers who are beginning to gain much deserved worldwide recognition, largely thanks to Caribbean Fashion Week.
 
Caribbean Fashion Week, is an annual event comprising of catwalk shows, live music performances and boutique stalls, celebrating fashion from across the Caribbean Isles in the Kingston, Jamaica. The event began in 2001 and with each passing year, it has grown and raised the bar of Caribbean, particularly Jamaican fashion- across the board- exponentially. Claudia Pegus, Trinidadian based designer, and undoubtedly the star designer of Caribbean Fashion Week 2009 with her daring ‘Trapped’ collection based on a robbery she experienced two weeks prior to the show, believes it’s about time Caribbean Fashion was brought to the forefront “The Caribbean is coming of age”, she asserts.

Hollywood actress Nia Long, a frequent visitor of Jamaica and host of Caribbean Fashion Week surmises: “It’s the colour it’s the models, the texture and they cut for women who have a bum, which is nice”.

Undeniably, the cuts of clothes in Jamaica are often more embracing of curves, as exemplified by Jamaican design line- Mutamba’s hip-hugging wrapped fabrics showcased this year. The models are often taller and catwalk struts sassier than one would expect at European fashion shows, but what other interesting attributes are there to Jamaican Fashion? For a start, seasons don’t exist.  With only one international Fashion Week per year, there’s little in the way of trending. This allows a freedom of expression for the designers who are able to cultivate a look and feel that’s unique to their style, while still capturing particular ‘essences’ of  cultural influence.

Of course there are common denominators to consider, fabrics tend to be on the light and airy side, and for many Jamaican fashion designers the infusion of bright colours is paramount.  This was reiterated by Jamaican based luxury fabrics designer, who’s ethereal all white Sarah Kennedy, who stated to me, “We reflect the colourful cheerfulness of our people, bright colours, red is a popular colour in Jamaica, it goes with our music, it goes with everything. The people, the laughter, the ability to just enjoy yourself.. So [the fashion] is a lot livelier, a lot sexier [than Western Fashion].”

That’s another thing about Jamaican fashion, be it the ever flourishing street style marker or the growing couture fashion industry, the Jamaican fashion collections I witnessed each possessed a spirit of vibrancy and ease of delivery that perhaps, can only best be conveyed by Jamaican people.