This is Shoma, a luxury womenswear brand founded in 2020 by Trinidadian designer, Shoma Persad.
I like to imagine that when Shoma was designing her first collection, a gospel was taking shape in her head; one that sought to clearly define the newbie resortwear brand; to ensure it would stand out like an oasis in the vast wilderness of sheer, flowy chiffon. Now we see: it is a flourish made from elements of decadent, soft-focused Caribbeanness – like, resortwear’s glamourous older cousin.
Dripping with understated elegance, pieces hopscotch and twirl among references to Caribbean architecture and beautiful vistas. Nibbling at the edge of French Creole history, exaggerated sleeves mix with playful accordion pleats. Hand-woven fringed skirts sway below ruffled bustiers. Shoma’s wide-legged jumpsuits, printed co-ords, and dresses with beaded and braided embellishments add to a sumptuous design language.
I love how Shoma’s original prints sing a jaunty love song to the islands, while her silhouettes – with their nipped waists, well-placed ruching, and boned bodices – offer a thick atmosphere of femininity. And while I also love her restraint – her fierce focus has her producing just one collection per year – I wouldn’t be mad at a little twice-a-year something something.
It’s so easy to view Shoma’s resulting oeuvre against the vast canvas of luxurious island life. Her work feels like a lesson plan guiding our collective obligation to being well-dressed, with a stylish battle cry that holds wearers in the most delightful grasp. Her well-crafted sense of personal style, strong design point of view, and shrewd business acumen certainly make up for her lack of formal training in fashion design; aptly demonstrated in her curated media presence, masterful campaigns, and stunning imagery. With its sun-kissed sophistication, I’d place Shoma squarely in the firmament of Caribbean fashion.
