BY TEINO EVANS, Staff Reporter
A contestant performing at last year's Dancehall Queen Competition in Montego Bay. - FILE
THE ORGANISERS OF International Dancehall Queen are planning to extend its brand and introduce a fashion Line.
This year, promoters will launch the DHQ line of fashion items for young women. The line is inspired by the event and draws heavily on other influences from the dancehall culture.
"The fashion line is really an expression and celebration of the ambition, attitude and sexuality of the women. The line will find a connection with the music lovers and fashionista with an international sense of style," event promoter Brian 'Bighead' Martin of Bighead Promotions said in a release.
The first collection from the line will be unveiled at this year's staging of the International Dancehall Queen on July 29, and women can expect casual attire, some bling and a lot of pieces that will allow for individual expression.
Martin also said that the line would be distributed in Jamaica through Big Head Clothing and in the U.S.A. and Europe by www.Jamaicasupermarket.com.
The International Dancehall Queen event started 10 years ago as a small community show and has since grown into a worldwide phenomenon, attracting scores of entrants from other countries and widespread media attention. This year's event will be staged at Pier One on the Waterfront in Montego Bay, on July 29.
Promoters feel that based on the popularity of the International Dancehall Queen on the world stage, the market is set for showcasing fashion and new trends in Jamaica.
Jomo Cato of Dream Makers, the brand consultancy firm, responsible for marketing the International Dancehall Queen event, says, "There is definitely a youth market for it; it is essentially going to be an urban brand and the market that we target will see the DHQ line as an extension of their personality and life, because it will allow them to make a statement of who they are."
Cato says, "If you look at the success that the Urban brands have had, like Fubu and even the success of brands that entertainers have had like the Sean John and Rockawear but you have to look at the profile of your brand and that of your customers and see if they will take that extra step in wearing your brand."
No market price has been finalised yet but Cato says, "It's going to be priced in line with most of the other fashionable brands being produced out there it's going to be medium priced."
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