Primed for Success Volume 3

Styling Out A Niche

The fashion industry has been defined as a multi-million dollar global enterprise devoted to the business of making and selling clothes. Recognising the industry as a vital tool for regional economic development, fashion is increasingly becoming a revenue earner for the Caribbean, much like the other sectors of the creative industries. One island that is silently making waves across the regional fashion landscape is the Bahamas, and local designer Indira Lashan Moss is enjoying the ride.

After completing her studies at the Unites States-based Savannah College of Art and Design in 2008, Indira returned to the Bahamas with the dream of working in the local fashion and design industry. One year later, she started her company ILashan Apparel & Hand- made Jewellery. “When I first came back home I volunteered for Islands of the World Fashion Week so that I could work closely with the designers on the showcase and maybe find a job”, recounted Indira. “But there weren’t any opprtunities for employment, so I decided to go into business for myself.” At that time, Indira was a relative newcomer to the Bahamian fashion industry, but she was no stranger to fashion itself. Raised by a seamstress, she spent her formative years learning to sew, crochet and embroider among other talents. These gifts, coupled with her love for fabrics and textiles has laid the foundation for an exciting career. ILashan currently designs resort wear for women, jewelry and handbags. The boutique label has since grown to become one of the leading fashion houses for women of innovative style. “There are plans to diversify and offer a men’s line, but I want the women’s wear to become a bit more established first.” Most of Indira’s clients are from Nassau, in addition to a few from the other Bahamian islands and the United States. Indira acknowledges that the fashion industry is large, so essentially everyone can be considered a competitor, but each designer in the Bahamas has a distinctive style so there is no direct competition for her right now. The art enthusiast believes fashion in itself is art, not just clothes, and she aptly applies this premise to each concept, pattern, and design. She also credits her homeland for providing the much inspiration needed to find her niche in the fashion industry.

“I am an island girl at heart and being back at home made me realize just how much I love the tropical atmosphere. So I channeled that inspiration and used it to design a line reflective of that ambience. I also love to travel and I have a passion for art, so this influences my designs in different ways, which I think makes each piece so unique.” Indira considers herself as a start-up on the regional fashion scene, but the self-made entrepreneur has plans to expand her business to reach clients through- out the other Caribbean islands. “When I first started, finding clientele and marketing my business was a challenge. But in time I overcame this through consistent networking. I believe the same approach can be used to reach regional clients.” Indira views social media as an essential medium for attracting not only clients, but also potential investors and partners. The designer also targets various style and fashion blogs to maximize her reach. “I currently use Facebook, Twitter, Instagram, and Pintrest to showcase my work and network with different audiences. I think social media brings an awareness to your brand and business that surpasses what you can achieve with a simple conversation.” Indira recently got the opportunity to showcase her work on different platform. In 2013, she was one of seven designers selected by the Caribbean Export Development Agency to participate in Dominicana Moda, the official Fashion Week of the Dominican Republic. Indira described the experience as being a wonderful eye-opener, adding that it was encouraging to see other designers doing what they loved and that she right there alongside them. “Being accepted to show at Dominican Moda was quite validating for me as a young designer. It was a reminder that hard work and dedication to what you love really pays off.”

Primed for Success / Vol. 3 / 2014-2015

www.carib-export.com

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