The face behind ‘ShaSha Designs’…- taking Guyana’s Fashion Industry to stellar heights!

AS a child growing up, she would sketch outfits in random notebooks then beg her mother to sew them so she can see her sketches come to reality. She continued putting pen to paper until she was able to put needle to fabric at the tender age of 16. Thereafter, like any determined person, she was able to create and sew clothing for herself, family members, as well as close friends.

Presently, 28-year-old Keisha Edwards is owner and founder of the popular fashion line ‘ShaSha Designs’, and has remarkably succeeded in Guyana’s fashion industry. Her line of fashion has been in existence for over six years and has taken our fashion industry to ‘the next level’.

It was debuted at the 2008 Guyana Fashion Weekend with its initial collection titled “Infusion”, where it received great reviews that led to another participation in the same event in the following year.

In 2010, 2011 and 2012, Edwards hosted her own fashion show, titled ‘Fierce Xpressions’.

The beautiful Keisha Edwards
The beautiful Keisha Edwards

With enthusiasm she lauded: “There was no turning back after that!”

She holds firmly to the motto of her clothing line/company: ‘Personality risen to the surface. Where traditional rock meets modern wear. Unique is an understatement.’

It is relatively rare for any young Guyanese entrepreneur in the fashion arena to reach international heights. Though Edwards is an established designer at the age of 28, she has taken her fashion line to the Caribbean, the United States of America (USA), and even the United Kingdom (UK).

Not only is she established, but she is also enormously privileged to have displayed one of her best pieces at the White House in Washington DC in 2013!
Edwards, along with four other Caribbean designers, had the opportunity to set foot in the White House to commemorate National Caribbean American Heritage Month.

Two pieces from her ‘Shade’ collection were then displayed at the Barbadian Embassy in Washington in the latter part of the very same day! She was invited to the Caribbean Style and Culture Fashion Show thereafter.

Aside from these participations, this clothing line has also been involved in the St. Maarten Fashion Week, where it proverbially lifted the audience off their seats with its unique pieces.

400Not only is Edwards the owner of ShaSha Designs, but she is also a fashion contributor for ‘Lady’ Magazine, and once earned the title of Costume Director for the international feature film ‘A Bitter Lime’.

When she first started, her designs were modern and trendy with a 1950s ‘rocker’ twist to them. She then catered for the young audience by designing club wear. After studying an array of different design styles, she became more knowledgeable as she was constantly inspired with different design concepts, thus increasing her design palette.

“I make and design everything – from lingerie to wedding gowns – for any occasion,” she opined.500
Inspired by the Vintage Victorian era, Edwards has a niche for wedding dresses in that particular period. It led her to create her first bridal collection, titled ‘Garden of the Brides’. She has, however, sponsored the winning couple of this year’s Wedding Expo’s “Race to the Altar” contest; and the bride, Natasha Goodridge, proudly wore her wedding gown!

Thus far, Edwards owns seven collections. With a smile, she disclosed that currently she is designing a lot of formal yet classy pieces, along with her new bridal collection.

Academically, Edwards secured a Diploma in Social Work from the University of Guyana, along with a Bachelor’s Degree in Sociology. Funny isn’t it, that a thriving designer should be chasing social work. As our dear Mahatma Gandhi once stated: “See the good in people and help them”, and the legendary civil rights activist Martin Luther King Jr. besought us that “Every man must decide whether he will walk in the light of creative altruism or in the darkness of destructive selfishness,” Edwards, like so many other selfless persons in the world, has left no stone unturned in achieving the dream of helping others.

200“Growing up, there was always a desire to help people. But as much as I loved those professions, my love for designing was greater. My purpose in life was always to help others, and even though it isn’t in a courtroom or a hospital, I still get to help people in a different way. I help them to feel comfortable and look beautiful. I get to live my dream,” a confident Edwards says.

Apart from her social work qualifications, Edwards has also settled scores with her academics in the fashion arena. She owns a certificate in dress making from the Carnegie School of Home Economics, coupled with a Fashion Design: Fabric selection and design style certificate, and has advanced knowledge in draping and fashion tailoring obtained from the Burrowes School of Art in Georgetown, Guyana.

In regard to her thoughts on Guyana’s Fashion Industry, Edwards expounded on its continuous development whilst noting that fashion designers in the industry need to support each other. She believes that more research and practice must be invested by persons in the industry so they can develop a creative and uniquely personal style, not only in their clothing, but also in the branding and packaging of it.300

“The Fashion Industry in Guyana is not where it should be when compared to fashion cities in the world; but we are a developing nation, and I remember there was a time when there were rarely any fashion shows in Guyana,” Edwards recalled.

With support from the Government and the private sector, Edwards strongly believes that Guyana will be comparable to other fashion cities.
Edwards aims to make a much more positive contribution to Guyana’s fashion arena locally and abroad, but especially since fashion in Guyana is not fully recognised as an art form. Her hope is to help people with this understanding through the presentation of her work, which would have much focus on creating unique, comfortable and affordable clothing for everyone.

In the next five years, she envisions herself as a successful Fashion Designer, learning new skills that would benefit her company and also take it to newer heights.

“Also I aim to play a more active role in the fashion Industry in my country, as well as in Activism. As I grow, I’m becoming more passionate about the rights of the vulnerable groups in society. I’d like to use my talent as a way to sensitize the public about these groups in our society. I also hope to continue pursuing my personal legends, being my best self, living every day as exciting and energetic as I can,” a proud and thriving Edwards acclaimed.

ShaSha Designs is the fusion of traditional and modern styles to create unique looks, drawing inspiration from Rock, Victorian, minimalism, mod, classical and bohemian styles. There may be nothing new under the sun as it relates to clothing, but it helps to have a keen eye for details, new concepts, dimensions and dynamics, as well as colour blending; all of which are qualities Edwards thinks makes ShaSha Designs unique.

KEISHA EDWARDS

 

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