THE civil unrest in Kingston over the last two weeks has delivered a blow to the island’s already challenged image on the global scene. But while some may be pondering the next step, Saint CEO Deiwght Peters is clear the path that should be taken.

“The objective of Styleweek has always included the promotion of Kingston as a stylish and hip destination. This is reflected by the audacious alternate-branding of the event as Kingston Fashion Week with the bold tag line: The World’s Iriest Fashion Week in the Caribbean’s Trendiest City — Kingston.

“This year, the postponement of the event for obvious reasons has strengthened our resolve to show the world that this city (and by extension Jamaica) is indeed a cosmopolitan city of creative, sophisticated, innovative and intellectually savvy people,” Peters said.

He noted that there is a lot at stake and in light of this, Saint has expanded the entire Styleweek event, which is now scheduled for June 9 –11.

“We are working with our partners to ensure that this staging sends a strong and positive message to the world,” Peters told Splash.

As is customary, the productions of the Styleweek runway shows are always eagerly anticipated by fashion lovers. Styleweek Jamaica fuses Heritage Tourism with the fashion culture of glam with signature events staged at heritage sites across the city.

The runway shows will be followed by a series of high-energy after-parties to be organised by some of the country’s best high-end party promoters. Designer development seminars, pre-show receptions, brunches and exclusive VIP bars will also be features of Styleweek Jamaica. International media, celebrities, supermodels, fashion buyers, stylists, photographers and fashionistas will be transported by the Styleweek Mobiules courtesy of Valu Car Rental (formerly Compact Car Rental).

The Styleweek finale, Fashionblock show on Knutsford Boulevard, is arguably the largest live fashion event in the Caribbean. The presentation, featuring giant video board backdrop and the world-famous 150-ft catwalk in the streets of New Kingston, attracts up to 12,000 attendees, including international media.

This year’s event will feature a historic number of Jamaican designers. Over 30 have registered to participate. The event will also feature a stellar cadre of international designers from New York, London, Paris and the Caribbean, who provide a global context for our Jamaican designers.