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Digicel Goes ‘3D’ For Styleweek 2009

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When telecommunications giant Digicel wanted to create a fashion line that embodied the lifestyle  of the cutting edge company, they spoke to the creative genius that is Dexter ‘3D’ Pottinger to design a line incorporating the company’s signature colour, technology, and brisk cutting-edge style.

“We needed a line that represents us,” said Shelly Ann Curran, senior sponsorship and promotions manager at Digicel. She continued: “The line Dexter Pottinger created was unpredictable, stylish, and on the cutting-edge of fashion”.

The end result was a collection infused with Pottinger’s infamous eclectic style, bold designs, with bustiers, lights, whites, metallic gold and, of course, Digicel’s signature red. 

The über-chic line was premiered at Styleweek, Jamaica’s Fashion Block 2009, on Sunday May 31. Fashion Block, which featured some 19 collections parading the seasons’ hottest fashion trends from the minds from local and international designers, and models walking on the Caribbean’s longest runway. 

The signature 130-foot runway has become a staple of the Caribbean fashion scene since its launched back in 2004. It has become a stomping ground for fashionistas to show their wares in the heart of Kingston’s business district and is a fast-paced, heart-stopping display of creativity.

“It was fun. Digicel is a very lively brand, filled with energy and fun, and it’s playful. The collection was very futuristic. It was the future of design meeting the future of technology, and it resulted in fantastic fashion,” Dexter ‘3D’ Pottinger commented.

The line was well received, and even Wayne Miller, head of marketing at Digicel was impressed at how Pottinger interpreted the ‘Digicel style’. Pottinger says his inspiration comes from all over, but this year it came specifically from the cutting-edge products and technology that Digicel has rolled out since 2009.

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