Jerrell Scott
The Collection MoDA conceptualisers Kerry-Ann Clarke and Kibwe McGann at last year's premiere staging.
1 2 3 4 5 [b style="font-weight: bold;"]>[/b]
Self taught designer Gordana Gehlhausen - Project Runway all star alum for The Collection MoDA 2013.
The stitching a [b style="color: blue !important; font-family: Arial, Helvetica, sans-serif; font-weight: 700; position: static;"]fashion show[/b]
Fashion is, of course, primarily about clothes. But hardly any designer limits themselves simply to the garments they design. Each designer has a vision of exactly how he wants the world to see his collection. In order to realise their vision, each season, designers choose hairstyles, make-up, music, lighting, and stage elements so their creations can be presented to the world with the appropriate accessories, giving prospective consumers a specific feeling.
The presentation portrays the designer's vision and is then interpreted by magazine editors, bloggers, and you, the end user, add your own personal take and interpretation on the original; and this is how designers impact the fashion world.
Although fashion shows are a grand spectacle of glitz and glamour, the basic objective is indisputably to showcase innovative creations. A successful show involves extensive planning, scheduling, and organising. Every detail - large and small - plays a role in ensuring that the magic behind the designers' creations are accurately communicated to the audience in an entertaining and memorable way.
This week, we speak to the organisers of The Collection MoDA, for a peep of what goes on behind the scenes.
In a nutshell, what is The Collection MoDA about?
TCM: The mandate of The Collection MoDA is to promote the business of fashion. Basically, we have sought to identify where there are deficiencies in the local industry and find ways to fill those gaps. The Collection MoDA Business of Fashion seminar, hosted by JAMPRO for example, is aimed at sharing the knowledge of industry experts with fledgling designers so that they can monetise their creativity and be guided as to how to grow their design skills from a hobby to a viable business. Our virtual MoDA MARKET is another great initiative which allows wholesale buyers to order directly from participating designers, allowing them to have access to a limitless customer base without the cost of a physical showroom. The Fashion Showcase IS the GLAMOUR event, but it all goes hand in hand and the business of fashion is the ultimate goal. From concept to end user, we are working to facilitate the process. If a designer is able to gain even one more wholesale (or individual) buyer from attending our seminar, show, or MoDA Market, that for us is success.
What goes into the planning of such an event?
TCM: Work, work and more work, but some fun, too! It requires a team and a lot of organisation and coordination of people. Our job is not only to seek out emerging talent, but also solicit sponsorship and sell the idea to potential participants. There is also the production element, which requires thinking pre-emptively every single detail imaginable - volunteers, runners, castings, meeting with stylists and designers, set design, lighting, music, photo shoots, fittings, and the list is endless. We also have to manage the schedules for the designers who are jetting in. Making sure that some entertainment and exploration of our beautiful island is intermingled with the work they are here to do. Then, of course, there is communicating with the press, local and international, ensuring that the events have adequate coverage as this can make all the difference in the long run. As you can imagine, managing and co-ordinating so may personalities, particularly as they are often of an artistic leaning, requires a great deal of patience. At the end of the day, it takes hard work and dedication.
What was the inspiration to introduce The Collection MoDA in Jamaica?
TCM: We found that a common complaint from our local designers, was that there was not enough assistance to promote their collections and take their business to the next level. Many of them are self-taught designers, who either grew up in the business, or who simply have a natural affinity for fashion. As such, we wanted to give them avenues to better manage their lines, and market themselves successfully. The Collection MoDA is the platform we created to assist them, so it is not only a fashion show. We spend time with the designers, we offer them guidance, and we aspire to take them to the next level.
What is the highlight for you as organisers of the show?
TCM: There are a few ... hosting a well-executed and successful event is always gratifying. But there are also the small details, if a buyer picks up a new designer through The Collection MoDA, whether online at the MoDA Market or at the show, that is extremely gratifying because we have fulfilled our mandate from start to finish. We have also been extremely fortunate to have some amazing sponsors this year, who have bought into our vision for the growth and development of the local industry and our commitment to position Jamaica as the fashion hub of the Caribbean. Flow for example, is airing the show throughout the Caribbean, The Gleaner will be doing worldwide live streaming at the fashion show, and First Global Bank has come on board with a fashion grant so one lucky emerging designer will win J$100,000 to invest in their business and take it to the next level. We are also grateful to Island Car Rental, who are our fashion transportation sponsor for the international designers and press. There are many essential ingredients to this amazing pie.
And in five years?
TCM: We would like to grow the event to more days, more designers and more international visitors. The effect of which will be a larger market for our emerging designers to make their mark on the international fashion scene.
The fashion industry is extremely diverse and offers a wealth of career opportunities. For those of you interested in learning more, you can register to go to the Business of Fashion Seminar at JAMPRO on Wednesday July 10, at 9 a.m
