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A RUNWAY plays a vital role in an invasion
by armed forces. It is the strip of tarmac from which
the fighter planes and bombers take off in the invaded
country and the place where planes full of troops
and supplies land to occupy the one that is being invaded.
However, Sir Emile Max Million Saint
Patrick Higgins has conceived an idea as highfalutin as
his name, in which a runway of a different sort will play
a central role.
And instead of planes bristling with
guns, the invaders will be decked out in hot fashions.
Max Higgins (for short) aims at producing
the first "Fashion Rock Reality Show, the hottest
reality show to ever come out of Jamaica into mainstream
United States, Europe and the world", he says. The
idea of a Jamaican fashion reality show is not entirely
novel, but Max Higgins intends to put a new and, if accomplished,
very promising spin on it.
PACKAGE
He intends to combine fashion from noted
local and internationally acclaimed designers in a package
that includes music, live video and an all-expense paid
vacation.
The 'International Fashion Rock Show',
he says, will feature designers such as Donna 'DKNY' Karen,
Ralph Lauren and Armani and will be attended by celebrities
such as Lennox Lewis, NBC's Katie Couric, Supermodel Tyra
Banks and superstar celebrity Paris Hilton.
'Rock stars' Shaggy, Christina Aguilera
and Ashanti are being considered as performers for the
show.
"I'm in the process of trying to
get them", Max Higgins said. Up to press time the
acts had not been confirmed, but Max Higgins says these
will most likely be "last minute confirmations."
"It's a reality TV show, party fiesta
fashion show and rock concert all rolled into one,"
said Max Higgins, speaking from his office in Kingston.
It would cost about US$250,000 (J$15,250,000) to produce,
he says. Of course, in such a case, the US$2,800 (J$170,800)
price tag per person is negligible.
There are seven shows to be held, one
each month and each with a different theme. On June 24,
when the first show is scheduled to be held at a hotel
in St. Ann, it will play to an Egyptian theme.
J'CAN DESIGNERS
The shows, which will also feature Jamaican
designers, is being marketed in the United States to the
elite. Only 200 of the 1000 tickets available are being
sold in Jamaica and that at a reduced cost of US$500 (J$30,500).
And while the US$2,800 covers airfare,
three-day, three-night hotel accommodation, food and transportation
to and from the airport, along with the entertainment
promised by the Fashion Rock show, for US$500, 200 Jamaicans
will only get to mix and mingle with superstars, party
all night from 6 p.m. to 10 a.m., rest and go home.
Max Higgins is proposing an international
fashion invasion of no mean order.
So how will he pull it off?
Firstly, according to Max Higgins, the
proceeds from the ticket sales of the Fashion Rock will
cover all operational costs.
Then, local designer and stylist Dexter
Pottinger will handle the co-ordination and styling of
the event and Jon Baker, A&R manager of Geejam Studios
and Rising Stars fame, is commissioned to do the filming
of each show for distribution to multinational cable channels
such as BET and Direct TV.
The June show will be aimed at celebrities
in the United States, the July show at those in the United
Kingdom, another at Japan and so on. The June show is
the only one to which the local elite will get tickets.
"I can't expect the elite (in Jamaica)
to buy tickets every month at US$500," Max Higgins
said.
However, at each show, local designers such as Carlton
Brown, Siim, Les Campbell and Dexter Pottinger will show
their collections alongside some of the best in the world.
Dexter says he does not feel overwhelming pressure, as
a designer and a stylist, to cater to the very discerning
tastes of celebrities.
" I'll just deliver," he says.
" I think so far our designers have done well. In
terms of growth in the industry in the past three, four
years and in terms of the shows that Saint and Pulse are
putting on, it has brought a lot of international attention
to Jamaica", he said.
This international attention is what
Max Higgins is counting on to make it work. That and a
few well placed connections. Former world heavyweight
boxing champ Lennox Lewis, for example, is associated
with him through a deal he helped facilitate on a boxing
gym.
Direct TV alone transmits into over 200
countries across the globe. Max Higgins is also counting
on the sale of the videos as well.
Of course, this sort of international
attention means nothing if the players in the local fashion
industry do not stand to benefit.
Dexter Pottinger believes that once the
designers deliver the way they normally do, the benefits,
both in recognition and in terms of profit, will be realised.
"At the end of the day, we have
to get out there where the so-called international people
can see us. You never know what can happen", he said.
"Tyron Mayes (internationally renowned
fashion stylist) shot a magazine with my stuff,"
he said. "He mixed my stuff with the Dolce (and Gabbana)
and the (John) Gallianos. You see a nice 3D top with a
Galliano pants. If we can bring these people into the
industry that would be really good.
"In cases like Carlton Brown who
went to Barbados (Fashion week), there are people that
on the spot purchase stuff. Even Fashionblock, people
came backstage to purchase stuff and they spend in U.S.
dollars."
Despite the lure of the international
dollar, however, Dexter says that there are no grand expectations
for celebrity endorsements from the Fashion Rock show,
but he will aim to leave an impression.
"What I will do is put on a good
show, good enough that they will like it," he said.
"Jamaican designers have gone a far way in getting
international recognition overseas. It's just to take
it to the next step," he said.
One set of local designers who have definitely
taken it to the next level is those for design house Cooyah.
Having firmly established themselves as the brand of choice
for young Jamaicans, Cooyah is looking to expand that
success abroad.
"It's grown tremendously and it
has now become a household name in Jamaica," said
Gary Codner, marketing manager and associate designer
for Cooyah, looking forward to the Saturday Cooyah, XL
denim launch event at the Boon Hall Oasis, Stony Hill,
before a crowd of international and local celebrities,
fashionistas and media.
"We are aiming to get our brand
in the global marketplace," said Codner. "This
is the first of the campaigns with Cooyah XL which is
our new launch. It will be in Miami, New York, London
and Las Vegas."
The first launch in Jamaica is, according
to Codner, aimed at "raising international awareness
for the brand", which Gary hopes to take to stores
in New York, London, Los Angeles and Paris between this
summer and early 2006.
"It's major. It's going global,"
Codner said of his planned '10 store global expansion'
campaign. The celebrities make a good addition because,
he says, "celebrity brings media". But international
media is not entirely new to Cooyah, the line having appeared
in magazines such as Elle, Trace, Rolling Stone and The
Voice in the U.K.
But celebrity association is important
for recognition and sales abroad.
Max Higgins knows this and is counting
on 'word of mouth' to help propel Fashion Rock to acclaim.
He hopes the show will bring in a substantial income in
terms of tourism, employment and sales for local designers.
He gives a figure as tentatively "US$2
to 2.5 million in the first show."
In addition, he claims local models will
also benefit from the new paradigm in fashion entertainment.
"I'm sticking to my guns with just local models,"
he says.
Max Higgins aims to correct what he sees
as an ill of the local fashion industry. "The models,
they don't get any money, they don't get paid," he
says.
With shows like the Fashion Rock Reality
Show, he aims to implement a 'waitress pay system', where
"every month she (the model) can look forward to
a pay check".
"Either a lot of the other model
agencies will be able to rock and roll with it, or they
will have to find other models," he says, as he predicts
a lot of models will want to be a part of this new system.
However, for now, Max Higgins is working
with models from Imanic International/LMG, a new agency
based in Jacks Hill.
And he makes his position clear.
"Glamour is nice, but at the end
of the day if there is no profit then its just fluff."
Both businessmen, Max Higgins and Gary
Codner, have acknowledged the significance of the U.S.
dollar, but each also recognises that brand Jamaica is
just as lucrative.
"Brand Jamaica is the most popular
brand in the world," says Codner. "You're expected
to be a Jamaican and to be a proud Jamaican."
Max Higgins agrees. When asked why not
go to fashion capitals like Paris or Milan for a Fashion
Rock show Higgins, who is the offspring of Jamaican and
British parents, says those countries do not have the
appeal Jamaica does.
"There is no exoticism to it; there
is no flavour," he says. Plus, according to Max Higgins,
Jamaica can be sold as a vacation as well.
If the launches are a success, then Jamaica
is poised for another dramatic international fashion invasion
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