Fashion Innovation’ at Caribbean Style and Culture Awards

By Jasmaine Payne
EVEN as the local Arts industry continues to develop, young Guyanese artists have in the recent past continued to chart courses for themselves by opening up their horizons and making memorable marks on local, regional and international platforms.

Since appearing on the local fashion scene eight years ago, the work of Keisha Edwards struck the Guyanese public with a unique essence that the public had rarely seen before. Her brand ShaSha Designs has continually stood out with a quality that placed her among the top echelons of the local industry, and even with her success, Keisha has continued to make her mark with a silent, humble stride of distinction.
Most recently, the young designer received the ‘Award of Excellence – Fashion Innovation’ at the 2016 Caribbean Style and Culture Awards in Maryland, USA, in recognition for the impact she has made in the fashion industry. The award has in the past been described as one which “exemplifies the innovation of Caribbean fashion through unique and compelling designs, production and presentation”.
In an interview with The Buzz, Keisha said that the award is timely, referring to it as a light on a path toward establishing ShaSha Designs as a well-known Guyanese and Caribbean brand. “We have been working on collaborations within the region in an effort to not only build the business, but to promote and develop Guyanese fashion and make it part of the regional growth of the creative industries. [This award is therefore] encouragement that, though we are nowhere near where we want to be, we are on the right path,” she said.
Transformation and the “Big Pond”
Of course, as with any creative mind, years of operation no doubt bring with them transformation. Looking back, Keisha stated that ShaSha Designs has been reinvented many times over the years so as to stay “fresh”, while sticking to its signature aesthetic of innovative cuts, symmetrical lines and unique colour blocking concepts. “My creativity is fueled by my inspiration. With the launch of [my line] Rebirth in 2015, we did a major overhaul of

the design style of the brand and began to focus more on the “Caribbean-ness” of the clothing we create. This is important for us as a brand to always be a representation of Guyanese and Caribbean trends and cultures,” she said.
In a big pond such as the fashion industry – which in itself is also fickle- it is easy for “small fish” to struggle to stand out. Keisha said, however, that in these times, it is critical for designers to know their market and make clothing that would be suitable for those in it. “People should not only trust the clothing, they should trust the brand,” Keisha said, adding that competition with the ready-made industry of boutiques and other forms of mass production can also be difficult, which is why she advises that building personal relationships with clients is key, so as to build brand loyalty.

Lessons learned
And even with her experience, Keisha admits that she is still learning and has over the years received helpful advice from others about marketing and other areas of her work that could help in the overall polishing of her brand. “In 2009, I got advice from a local designer, Sydney Francois, who told me that I needed to improve my fabric choices for certain dress styles. This caused me to re-evaluate this aspect of my business, which led me to do a “Fabric Selection and Design Style” programme in New York in 2014 at Parsons [School of Design],” she said. Most recently, Keisha also received advice from the editor of She Caribbean Magazine who advised on the importance of labelling each piece of clothing that is created. All these tips, Keisha said, have helped her to grow in her craft.
In the last two years alone, ShaSha Designs has produced four collections, including her bridal line Garden of the Brides. Her most recent collection Moonlight Stories was launched this year and showcases a modern interpretation of Guyanese Folklore. The line was displayed at a fashion showcase in St. Vincent, at the 50th Anniversary Jubilee Fashion Extravaganza in Guyana and at the Caribbean Style and Culture Fashion Showcase in Maryland where she was presented with her award. Keisha is thankful to those who have supported her including Sasha Sandy and Anya Thomas, colleagues who assisted in her trip to receive the award. Currently, Keisha is preparing to host her first independent fashion show after four years which is scheduled to be held at the Roraima Duke Lodge on July 23.