“…While the Caribbean is small and the Indo Caribbean population even smaller, we, like so many other races have contributed so powerfully to this melting pot of beauty, culture and design. Hold on to your identity and tell your own story. No one else can be you!” —Shoma Persad
Caribbean islands often conjure images of azure waters, white sand beaches by the warm sun and lightweight clothing embroidered with bright and bold prints. Life appears idyllic. Shoma Persad, founder and creative director of luxury Caribbean fashion brand Shoma the Label, replicates the tropical splendor of twin islands Trinidad and Tobago with handmade pieces that draw from the fusion of cultures permeating its shores.
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With no formal education in the fashion industry, she exemplifies the grit of female entrepreneurship that occurred during the coronavirus pandemic.
[Read Related: HGTV’S Hema Persad on Having the Courage to Find Your Purpose]
Persad reflects with Brown Girl Magazine on how she found the courage to venture independently into fashion after years of collaboration and networking. In 2019, she split from her business partner and decided to pursue her own creative vision, drawing inspiration from and blending the many loves of her island, culture and heritage.
1. Describe the process and work it took to launch your brand.
“It was a period that made space to acknowledge my own development. This was a tough time but the interesting thing about growth is that it really allows your authentic self to emerge and evolve when you may least expect it. Shoma The Label was born from that honest desire to remain true to that newfound clarity.”
Describing Shoma The Label as “fun, vibrant, and sophisticated,” Persad aims to find a balance between print work and understated, classic details. She disagrees with the notion that Caribbean resort wear is solely made from flowy fabrics and strives to create fashion styles that ultimately end with a clean and crisp finish.
Of Indo Caribbean descent, Persad’s deep connections to her roots and country form her basis for showing “Trinbagonian” culture on a global stage with her intentional use of prints, colors and textiles. The creation of her namesake label reflects her evolving journey as she brings designs to life that emulate the melting pot of history and heritage unique to the Caribbean.
2. How has your Indo Caribbean heritage influenced your creations?
“It absolutely has. I am very proud of both my culture and my heritage. While I am Indo Caribbean, I am also a “Trinbagonian” and was born into all the beauty that this represents. Due to history and geographical location, Trinidad & Tobago is the perfect melting pot of culture, and I am inspired by all of it. I lean into my love and adoration for prints and create garments for the modern woman as an avenue to vibrantly express the beauty and style of our culture through design. Approaching it from a focus of refined sophistication is the core of the Brand.”
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Bollywood star Ananya Panday promoting her film Dream Girl Two in Shoma the Label
Confidence is the key aesthetic aimed at Shoma the Label clients.
Persad is meticulous in each step of the design and enjoys relishing in the “initial struggle of taking raw ideas or sketches and working with various suppliers to turn those ideas into a finished piece.”
Ultimately, she finds the most gratification from customers praising the beauty and femininity they feel when wearing her designs. With pieces now sold on every continent, she is basking in her success as the brand continues to mature and evolve.
Nonetheless, challenges were paramount as Shoma the Label launched and operated during the coronavirus pandemic.
3. What obstacles have you come across as a designer, and how did you overcome them?
“Trinidad and Tobago remained mostly shut for several months, which presented huge challenges to fulfilling international orders, while working to keep my team employed and safe. There is an ongoing challenge of operating out of Trinidad and the impact of freight and supply chain.
While being based in Trinidad has some advantages, it also presents a challenge due to the lack of industry support and access. It pushed me to look outside of our borders, and I have developed many strong and amazing contacts internationally, and through this network I have been able to maintain desired growth.”
Persad believes that other entrepreneurs should not let adversities compromise their dreams, and actively encourages diverse collaboration and participation in the fashion industry. She stresses, “Be authentically yourself and celebrate your identity. It’s been a recurring situation where we try to emulate what’s happening on the outside in the fashion world and we don’t look inside for inspiration.”
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4. How does Shoma the Label give back to the community?
“I have always been an advocate of using my platform to showcase local artistry and talent. Our commitment to sustainability and the environment also guides a lot of our operations. As a Caribbean citizen, environmental sustainability is something that has personal meaning to me.
Having a luxury brand in and of itself is sustainable because part of our business model is a focus on made to order which reduces wastage. Caribbean fashion brands have the advantage of working within an environment that emphasizes smaller production numbers and a higher focus on garment quality. We don’t have huge garment production factories here but that gives us an advantage of being more intentional with what we put out and how it’s made.”
Shoma the Label’s fourth collection is currently in development. While tight-lipped to divulge specifics, Persad offered some insight into its upcoming February 2024 release.
She states, “I think it’s important to establish signature elements that have become recognizable features of a brand and its aesthetics. I’ve enjoyed seeing those features emerge and I’m looking forward to seeing that happen through my collection.”
For Shoma the Label, vibrant fabric/print choices and statement silhouettes are the collection’s foundation. The attention to presenting quality products has become more intentional, and the collection connects to its predecessors while illustrating its originality.
Persad aims to showcase the vibrance and art of Caribbean storytelling through Shoma’s brand identity and marketing. Her authenticity, attention to detail and high quality, along with her steadfast perseverance, underpin the nature of Shoma the Label. It will be interesting to see what unique influences and traditions she draws from for her next collection.
To shop Shoma the Label, visit Shoma The Label | Luxury Caribbean Fashion | Trinidad & Tobago
Follow on Instagram at, SHOMA (@shomathelabel).
Featured Image Courtesy of Rajiv Samaroo.
