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Yello to pay '3D' tribute

BY BALFORD HENRY
Observer senior reporter
balfordh@jamaicaobserver.com

Thursday, October 05, 2017

YELLO Media Jamaica's Fashion Directory 2017, scheduled for Devon House in St Andrew this evening at 7:00 pm, will include a tribute to late fashion designer Dexter “3D” Pottinger.

Pottinger — regarded as a fashion visionary, celebrity stylist, make-up artist and video director — was killed at his home in Yarico Place, St Andrew, in late August. He had coordinated the fashion component of the annual event since its inception in 2015.

The event provides a medium for young, up-and-coming designers to showcase their collections during the annual Observer's Takes Style Out (TSO) initiative.

It is free to the public, and will include a VIP experience inclusive of premium seating for specially invited guests, fashion aficionados, influencers and other notable personalities.

Yello Media Jamaica, formerly known as Yellow Pages, staged the first edition of the Fashion Directory in 2015, after identifying the challenges faced by up-and-coming designers trying to access suitable platforms to exhibit their work.

Perhaps the most significant of these challenges is the inability to afford the heavy registration fees associated with many fashion shows.

In response to the glaring need for assistance, Yello Media has chosen not to include a registration fee for participants of the 2017 staging of Fashion Directory.

Additionally, designers and other fashion-related micro business owners who participate in the event, which is wholly financed by Yello, will also be assigned 10 x 10 tented spaces to retail their products.

Commenting on the event, Ayanna Kirton, Jamaica Marketing Manager for the Yello Media Group, said they kept in mind a number of essential factors which became transparent when they created the concept.

“These include our desire to build a strong relationship with Jamaica's creative industries, which we believe represent a large pool of potential income for the country. We also wanted to offer upcoming designers who were unable to secure substantive financial backing, a platform to showcase their creativity and gain exposure which could then propel their businesses forward,” Kirton said.

She added that Yello Media is also very dedicated to representing Brand Jamaica and, as such, it would wish to be viewed by the young designers as a potential strategic partner, with whom they can build a long-lasting business relationship.

Jamaica Observer Takes Style Out (TSO) is an exhilarating shopping initiative by the daily newspaper to stimulate retail sales islandwide.