Touch of France comes to Kingston
HIGH fashion returned to Jamaica’s capital on Saturday when model agency SAINT International took over the driveway of the prestigious AC Hotel by Marriott in St Andrew for La Hot Couture — the final event in Touch of France 2022.
“SAINT International is the largest exporter of models from the region to France. What is important for us to celebrate is the fact that we’re back after COVID. It was such an unpredictable time, and what we’re seeing tonight, especially, is that confidence in our brand,” Deiwight Peters, CEO of SAINT International, told the Jamaica Observer.
Touch of France, conceptualised by Pierre Lemaire, president of Alliance Francaise, is a three-day event that showcases arts, cuisine, sports, commerce, and fashion, of which SAINT International has been a part since it first began 22 years ago. According to Peters, the novel coronavirus put the event on hiatus. Olivier Guyonvarch, ambassador to France in Jamaica, was just as enthused about the return of Touch of France, thanking the audience on hand for their large attendance numbers.
Known for taking the runway to the masses with events like Fashion Block and Style Week, La Hot Couture was no different, turning the driveway of the AC Hotel by Marriott into a lush tropical paradise. Patrons sat up close, under palm trees and lights, as models showcased the latest from designers, local and overseas. The runway saw a special French collection from Elliette Le Superbe out of Guadeloupe, Jamaica’s Elan, and a curated international collection of menswear by MAXBROWN, to name a few. Peters took the time to highlight the Ethiopian accessories being worn by his models.
There were international faces on the runway, such as Kai Newman (the face of Prada) and Brad Allen (Balenciaga, Tom Ford, Givenchy), mixed into the show. Allen was happy to be back on the runway after the COVID-19-induced hiatus.
“It’s been really long. It’s been two years since I last travelled,” Allen said.
Allen has not been wasting the time.
“For the two years I’ve been working with Deiwight so that I can learn a lot more of the business end of fashion,” Allen explained.
One unexpected face on the runway was businessman Zachary Harding. Strutting his stuff for MAXBROWN, his catwalk debut was well received as guests tried to grab photos with him at the end of the event.
“I was nervous. I did the best I could. I had fun. Deiwight has been a good friend, he’s an icon in the business. He’s really put Jamaica on the map in a significant way with SAINT being the leading modelling agency in this part of the region, so I’m always supportive of anything that good from Brand Jamaica and also promote our culture and our people,” said Harding.
With a truncated Touch of France this year, Peters plans to be bigger and better in 2023.
“SAINT International is a brand that is carefully crafted, strategically positioned for the long term. So far, after 22 years, we are leaders in the field, unquestionably so. Going for the future we’re looking at all the angles, all the elements, in terms of where we will strategically position to take the brand far beyond the shores of Jamaica, but even further into the future,” said Peters.
