Fashion is PAYNE is one of St Vincent and the Grenadines most exciting fashion labels. Owner and head designer Jeremy Payne’s love of fine arts and fashion put him on his current path. And he’s making waves.
Where in SVG are you from?
I’m from mainland St. Vincent. Way up between lush mountains with views of the Grenadine islands.
What inspired you to start Fashion Is PAYNE?
I stumbled into fashion design in 2008 while studying art and design at college. I founded Fashion is PAYNE in 2011 to fuse my love of fine arts with fashion. I wanted to create clothing for myself that I couldn’t find anywhere else and clothing that I’d hope to see others wearing.
“Fashion is the armour to survive the reality of everyday life.” Do you agree?
I’d agree. At Fashion is PAYNE, we try to make sure our customers are always feeling comfortable and empowered. Our t-shirts I guess act as some sort of alternative armour…they’re like a power suit but more comfortable. There’s a lot we have to deal with daily so it’s really important that you feel great enough to go forth and conquer.
What kinds of clothing do you design?
We do primarily womenswear and menswear, resort and ready-to-wear clothing. We fuse the edge of an urban city with the laid back aesthetic of the Caribbean. Our hand-painted garments are the star products in our range. PAYNE tees are a must-have for any urban-islander. We do original graphics called “Empty Barrels” inspired by African and Pre-Columbian art and tribal culture.
How long have you been designing for the label?
Eight years.
Was fashion design something you always wanted to do? Did you go to school for it?
I wanted to be many things when I grew up but a fashion designer was never a conscious thought. I was definitely very aware of how I dressed, I had many phases and I remember having different articles of clothing for specific things. There are a few coloured denim vests and pant suits from the 90s I wish I still had today. But I’d always wanted to be an artist in whatever form it presented itself to me. I suppose I am living my childhood dream. I studied art and design at advanced levels but my fashion design skills are mostly self-taught with some short course training. I’ve been very lucky to have creative mentorship from a few great people who inspire me to be my best self.
Who are your clients?
We hang out with the entrepreneurs of our time: men and women between the ages of 25 and 40, young world travellers, and business influencers. They have great vision and we enjoy dressing them.
How would you describe your personal style?
Eccentric and hopefully ever evolving. It’s currently grunge meets athleisure meets Afropunk. I like being comfortable so there’s one less thing for me to worry about but it’s very exciting throwing something new together and wearing the hell out of it because you can.
Describe your design aesthetic.
I like creating work that’s equal parts graphic and effortless. A versatile garment is another kind of luxury to me. We try to achieve that every season with clean lines, interesting colour combinations and shapes all geared towards fusing art with fashion, and city life with island life.
What was the process of moving your designs from concept to business? Was it difficult to get exposure and support?
When I started designing there were many opportunities in St Vincent to gain local exposure. There was a new wave of faces emerging within the fashion industry. It took me a while after launching Fashion Is PAYNE in 2011 to really understand that this career required my full attention. A lot of my support comes from a small group of private entities that believe in what I do and help wherever they can. Otherwise it’s very difficult for fashion start-ups to grow. It’s great to be acknowledged now as a fully functioning business as many others have come and gone. Surely there’s still a lot of work to be done both in-house at Fashion is PAYNE, but also within the local and regional fashion industry to get us recognised globally. We’re getting there.
Tell me about your creative process, where do you find inspiration? When are you at your most creative?
At the risk of sounding cliché, I won’t say inspiration comes from everywhere. Instead, I’d say that when inspiration comes knocking I like to answer the door before it runs to the neighbours. I’m a Scorpio so I’m forever in my feelings. Emoting a feeling is a great start to creating any collection or artwork. I suppose I’m at my most creative when there aren’t many techy or social distractions. That way my brain slows down and I’m more in tune.
Jeremy Payne at the Commonwealth Fashion Exchange in London.
What has been your proudest career moment so far?
In February 2018, I showed a piece at Buckingham Palace during London Fashion Week through a project called the Commonwealth Fashion Exchange. I got to visit the presentation at the Palace in London and attend some amazing events and networked with great people. It didn’t hurt to be in the same room as Princess Kate and Sophie, Anna Wintour, Naomi Campbell and Edward Enninful, and discuss Caribbean fashion with icons like Hamish Bowles. I got to live every fashion kid’s dream.
Jeremy Payne’s design shown ant the Commonwealth Fashion Exchange.
Who are your style icons?
There are so many…but let’s go with James Dean, Grace Jones and the people out front preaching diversity and individualism.
When was your favourite style era?
I’m really a fan of the 20s flapper era, the 80s punk scene and all of the 90s because it’s nostalgic.
What’s your ‘thing’ to wear?
A black tee, distressed jeans or some joggers and a backpack. People get worried whenever they see me without a backpack. That’s the uniform for now.
Any style advice you’d be willing to share?
Life’s a stitch. Wear whatever you want just commit to it…Or not.
Where’s your favourite place to shop in SVG?
Where ever I can find PAYNEtings haha or the fabric store, so I can make more PAYNEtings.
To find out more about Jeremy Payne and his label Fashion is PAYNE visit their website or check this out on Facebook and Instagram (@fashion_is_payne).