Tobye and Shoma Designers Split
…rebranding separately as Shoma the Label, TMG
After almost five years of delicious excess, Tobye and Shoma the Label is no more.
In a video released on Instagram (the brand’s profile has since been renamed ‘Shoma the Label‘), Shoma Persad – who co-founded the brand with Tobye Gill – formally announced the split (full video below).
“It is bittersweet to let you know that Tobye and Shoma the Label has come to an end officially. […] For the past couple of months, I’ve struggled with the reality of this, mainly because I saw it as a failure. But I quickly learned that everything happens for a reason,” said Persad. “Being a co-owned label, success would have always been determined based on similar vision, drive and goals. However, in the absence of the above a brand suffers.”
At the beginning of May 2020, Tobye Gill issued a statement via her own Instagram (see below), advising that she was “no longer part of the day to day operations, including any aspect of design and manufacture of the brand.” Gill went on to divulge plans to focus on her own label – Tobye Gill, the Brand – which “will include designs and lines that produce bridal, resort and swimwear, […] and Monday Wear and Carnival costume design…” Gill is, of course, no stranger to the fashion industry, having recurring success in the Monday Wear arena with her whimsical, intricate designs.
In 2016, the label debuted its resort collection to eyebrow-raised delight. A far cry from the minimalist eden of, say, Meiling or Adrian Foster, the aesthetic language of Tobye and Shoma was all embellished everything. The duo went headlong in the opposite direction; releasing collection after collection, each suffused and swirling in an aura of absolute decadence. Their bespoke pieces were a deep fry of structural skirts, ruffles, frills, and beading. And the embroidery! Oh! The embroidery… It wasn’t long before they had the fashionistas in their thrall.
“I felt a responsibility to address this rebrand because of the undying support we’ve had throughout the years. We’ve built amazing relationships and are so proud of what you’ve allowed us to achieve,” Persad added.
When contacted for further comment, Tobye Gill stated that she “considers the matter of closure of TS the brand a private matter and is more focused [on] and excited about her new project TMG, which is set to launch this month.”
With this rebrand, Shoma Persad will wear the mantle of sole designer for Shoma the Label and its brand extension, Details by Shoma.