Following model Davina Bennett’s appearance in JLUXLABEL’s Guest of Honour campaign, the Style Observer got insight into the collaboration, through the eyes of the brand’s co-founder Teresa Jaide.

Style Observer (SO): How did you decide to work with Davina?

Teresa Jaide (TJ): We first discovered Davina through an online casting and she immediately stood out. There was something so striking about her presence. The more we learned about her and her journey, the more we felt she embodied the spirit of our brand in a very real way. It felt instinctive, we knew we had to meet her. From that moment on, working together felt like a natural fit.

(SO):What was it like working with her?

(TJ): Working with her was truly special. From the moment she arrived on set, she brought such a warm, grounded energy — kind, present, and incredibly genuine. At the same time, she has this undeniable presence in front of the camera that’s both powerful and effortless. She was collaborative, enthusiastic, and such a fan of the brand which made the entire day feel even more meaningful. We were especially honoured to learn that this was her first photoshoot back in quite some time and that she chose to do it with us. The fact that she travelled all the way to Los Angeles from Jamaica for this campaign made it even more meaningful. It felt like a full-circle moment and we’re so grateful to have been part of that chapter with her.

(SO): How does it feel knowing that Jamaicans love the brand?

(TJ): It honestly means everything to us. To see the brand resonate in Jamaica is so special! Knowing our pieces are part of how people express themselves is incredibly inspiring. It’s a reminder that what we’re building can connect people across places and that sense of community is exactly why we do what we do!

Model Davina Bennett wears the Peach Spotlight Draped Top with Champagne Tradition Satin Maxi Skirt.(Photo courtesy of Davina Bennett)

Model Davina Bennett in the Berry Moments Draped Mini dress. (Photo courtesy of Davina Bennett)

Model Davina Bennett in the Berry Moments Draped Mini dress.(Photo courtesy of Davina Bennett)

Making a graceful entrance were models Davina Bennett (right) in the Ivory Print Audrey Maxi and Wendel Müller in the Olive Amalia Satin Maxi.(Photo courtesy of Davina Bennett)

Davina Bennett (right) models the Blue Olivia One Shoulder Maxi while model Wendel Müller styles alongside her in the Ivory Palmera Satin Top paired with the Satin Maxi Skirt.(Photo courtesy of Davina Bennett)