FROM COMPETING in the local beauty pageant in her small town of Bartica, Guyana to becoming CEO of Guyana Fashion Weekend, Sonia Noel unearthed fashionable finesse at a young age, when she would craft items from scratch using newspaper prints.
She has gone on to spend the last two decades trailblazing with her show-stopping style, firmly placing her within the Caribbean’s inner circle of elite designers.
Noel has flown her home flag all over the world, marking an imprint at a variety of leading fashion events such as the International Fashion Fair, Caribbean Fashion Week, NEDCO Fashion Weekend and New York Caribbean Fashion Week. What’s more, she was one of the seven Caribbean designers hand-picked by Caribbean Export to showcase in London during the 2012 Olympics.
With fierce fervour for folds and fabrics, Noel believes that she was “born with designing in her DNA”, yet acknowledges the challenges that many of the few successful Caribbean designers face.
“It does seem as though the same names are often repeated,” Noel says. “But those designers would have had challenges themselves and have made what seems impossible possible. It takes more than talent to beat the odds in this industry. For instance, one must remain determined and motivated.”
Noel’s solid work ethic and formidable achievements saw her country’s government commission her as chairwoman of the fashion committee for CARIFESTA.
What’s more, she has received many accolades such as ‘Caribbean Fashion Ambassador’ at the 2011 British Virgin Islands Fashion weekend, the Regional Lifetime Achievement award and ‘Recognition of contribution to the world of fashion’ to name a few.
Various individuals from different walks of life have been touched by the glamorous lady’s impeccable gift, from everyday citizens to models, diplomats, celebrities and musicians such as Michelle Williams and Maxi Priest.
Recognising the huge impact that Caribbean music has made throughout the world, Noel believes that there is just as wide a gap in the market for Caribbean fashion.
“We, as Caribbean designers, have something special to offer the world. The Caribbean has a unique brand of style resulting from our colourful, eclectic, cosmopolitan history of influences. The outside world looks at us as the eclectic paradise people.”
Branding the Caribbean design industry as “niche,” Noel expands: “I think Caribbean designers can do well in this niche market because the pieces have a tendency to possess unique, unusual textile designs. For example, the peculiar tie-dye techniques, unique seed, bead, wood and bamboo collage art adds value and certainly embellishes and adorns simple fabric surfaces. I think our design concept will be an inspiration for the designing world in the future.”
However, Noel suggests that the untapped fashion potential of the exotic islands has something to do with a lack of self-awareness.
“I don't think we as Caribbean people know how special our culture is. It is important to note that there is an emerging global brand. But also, greater resources and support is required to get the designing talent to the next level.”
Noel likes to extend her support to her local and wider community, whether it is giving talks to overseas universities or sitting on the panel of successful reality TV series such as Mission Catwalk.
Aiding in the development of her country’s infrastructure comes high on Noel’s agenda and she remains committed to continuous expansion and market penetration for local and regional fashion trade.
Of these feats, Noel says: “I like to incorporate social skills in all my productions because fashion has a big audience all around the world. This can be used as a platform and avenue through which serious messages of things can reach the masses and change, affected.”
UK fashionistas will get a chance to see the designer’s original brands Mariska Designs and First Resort being showcased this autumn at the London Africa Cultural Event (LACE) 2015.
Taking place during London Fashion Week, this movement celebrates African culture by showcasing beauty and creativity within the diaspora.
Reflecting on both her journey and purpose, Noel says: “If it is that my sheer commitment to make a living from my creative energy serves to inspire, I am beholden.
“If it is that my obligation to harness talent and my duty to engage the youth are regarded as philanthropic, I am blessed. And if it is that these fundamental human responsibilities are being given accolade, I am re-energised.”
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