Style meets music
GSOG highlights evolution of fashion in dancehall’s sound clash culture
Published:Friday | October 11, 2024 | 12:07 AM
In dancehall sound clash culture, fashion speaks just as loudly as the music. At the 16th season of Guinness Sounds of Greatness (GSOG), it wasn’t just the beats that commanded attention – it was also the daring and iconic fashion.
This year, GSOG embraced the deep connection between music and style, partnering with fashion stylist Neko ‘Bootleg Rocstar’ Kelly to curate looks that celebrated the evolution of dancehall fashion across six distinct eras. Each look paid homage to a different period, intertwining fashion with the genre’s iconic sound and showcasing its transformative journey.
“Dancehall fashion has always been a mirror of the culture – bold, unapologetic, and constantly evolving. By taking the initiative to create these looks, GSOG is also celebrating the creativity and resilience of [the] dancehall style boasted by contestants and patrons who attend the sound clash event. Furthermore, this initiative is a tribute to the enduring connection between sound and style in dancehall culture, transporting people through time and showcasing how the genre’s fashion has shaped its identity in the global music scene,” said Guinness Brand Manager Nadine Hylton.
The journey through time began in the 1980s, an era where fun and creativity took centre stage in men’s dancehall fashion. Tailoring was paramount – sharp button-down shirts, layered with open sweaters or vests, were paired with perfectly fitted dress pants.
“The ‘80s was the decade when dancehall fashion really became expressive. It wasn’t just about looking sharp; it was about having fun with style and being creative. Dancehall fashion was about standing out in a crowd, and I wanted to bring that energy back to the spotlight,” Kelly explained.
As the scene transitioned into the vibrant and colourful 1990s, fashion in dancehall became bolder and more unapologetic. Men’s fashion embraced character and flair, featuring colourfully printed matching sets, stacks of jewellery, and fresh footwear — looks inspired by dancehall legends like Shabba Ranks. Women’s fashion, on the other hand, was equally extravagant, marked by dramatic outfits in gold and red, thanks to Dancehall Queen Carlene and her crew.
“The ‘90s were all about showmanship, it was like a performance, both on stage and in the crowd. People didn’t just wear clothes – they made a statement with every outfit, and that’s what I wanted to reflect in the styling,” noted Kelly.
The early 2000s marked a shift toward a more laid-back, yet stylish aesthetic, characterised by the relaxed island vibe that became synonymous with dancehall at the time.
“The 2000s was all about carefree style. It was casual but with a flair. Bikini tops, oversized denim, and mini skirts dominated the look, and it reflected the energy of that era,” added Kelly. This era was heavily influenced by Sean Paul’s music videos, where women sported colourful, carefree outfits that perfectly captured the fun and sun-soaked spirit of dancehall. This laid-back look soon found its way into the wardrobes of global pop stars like Beyoncé, Ashanti, Rihanna, and even Gwen Stefani, cementing dancehall’s influence on mainstream fashion.
In the 2010s, the fashion took a playful turn, with the revival of the late ‘90s bodysuit popularised by Patra. “The bodysuit came back strong in the 2010s as a symbol of empowerment. Women embraced it as a way to express their individuality, confidence, and boldness. It’s one of those looks that instantly says ‘dancehall’ and it still feels fresh today,” shared Kelly. This updated take on a dancehall classic allowed women to experiment with modern cuts and textures, pushing the boundaries of fashion while staying true to the genre’s roots.
By the 2020s, dancehall fashion had entered a new phase, blending maximalism with avant-garde sensibilities. Today’s styles celebrate bold contrasts, juxtaposing pieces that wouldn’t traditionally go together yet somehow work perfectly.
“Now, it’s all about being daring. Monochromatic outfits, where wigs and ensembles match in vibrant, coordinated hues, are making a huge comeback, and it’s reminiscent of the ‘90s obsession with head-to-toe coordination. It’s like fashion has come full circle, but with a modern twist,” Kelly explained.
The evolution of dancehall fashion reflects the idea that style is a revolving door, constantly evolving yet always paying homage to its past.