By Lindsey Turnbull
On an exciting path to establishing her name globally in the competitive world of fashion, designer Isy Obi held a fashion event at The Ritz-Carlton, Grand Cayman last Thursday evening, aimed at ensuring customers get the most from her Cayman-based Isy B fashion brand by getting women to discover their own fashion style for themselves.
Held at the resort’s La Boutique, the event saw Isy and her team welcome women in with a glass of bubbles and then give them a questionnaire to complete to help them identify their personal fashion traits. The results of the questionnaire would then lead to understanding their style, defined by the Isy B team into six categories: the Maverick, the Naturalist, the Classicist, the Bohemian, the Glamourai, and the Romantic. The women were then guided to the boutique where clothing had been specially sorted into the different categories, to help women with their clothing selection. Isy began selling some of her Isy B jewellery collection and handbags at La Boutique this year, so customers were also able to pair clothing from the store with some of her unique accessories, at the same time. The ladies were then styled by the Isy B team.
“Women quite often think their style is quite conservative, however quite often it’s not at all, so we are aiming to help women find their true style,” Isy said. “We wanted to make shopping an interactive, fun experience so that it wasn’t simply ‘shopping’. We thought the information that the women find out about themselves tonight would benefit them down the road so that they can tailor their future fashion choices according to their true style.”
Isy said that there were not a huge amount of opportunities in the Cayman Islands in which to indulge in fashion.
“We wanted to create an event that helped people explore their fashion sense and see how to best express themselves. It has been a really well received event,” she added.
The Isy B line has been featured in magazines and on runways worldwide and has earned some notable successes in recent years, including becoming the first Caribbean brand to win the Emerging Lifestyle Designer of the Year at Phoenix Fashion Week, held in Arizona in 2016. This year Isy B was also the first Caribbean brand to launch an exclusive capsule collection for Evine, the third largest home shopping TV network in the US, which saw Isy appear on the network in front of an audience of more than 80 million homes.
Debbie Meraram works with Isy on her fashion line and she confirmed that the event was all about helping women feel good about themselves.
“We wanted to ensure that this would be a really fun event. It has been great to work with The Ritz-Carlton staff and they have been great partners in helping to ensure the evening is a success,” she said.