Red Stripe partners with Shampagnex to celebrate reggae and style

When reggae music and fashion collide, the result is nothing short of magic.

In a bold Jamaican culture celebration, Red Stripe partnered with fashion visionary Shampagnex to design show-stopping ensembles for local up-and-coming artistes Diel, Sobah, Zhayna and Chris Malachi to attend the much-anticipated Intimate Concert. The collaboration marries the iconic legacy of reggae music with Shampagnex’s refined approach to Caribbean fashion, making a loud statement that bridges style and sound.

Born and raised in St Andrew, Jamaica, Shampagnex, whose real name is Shamara Sahadeo, has steadily carved her name into Jamaica’s fashion landscape with her eight-year-old brand, Seora Clothing. Shampagnex’s work has become synonymous with innovation and authenticity, and she is now known for her ability to merge cultural motifs with modern design. Her professional trajectory, however, was not a predictable one.

“I went to Immaculate Conception High School. I studied finance at The University of the West Indies because I wanted to be an investment banker. But I realised that I wanted to do something that makes me happy and something I’m passionate about, which is Jamaican culture,” she shared.

Although her mother was a designer, Shampagnex initially resisted following in her footsteps. She wanted to order her steps, but the call of creativity proved too strong to ignore. “Growing up, it’s funny because I wanted to be my own individual. And I didn’t want to do exactly what my mom did. But I still feel like she gifted me with the talent to do it, and then I took it to the next level in my own way.”

Her mother, who predominantly designed for politicians, gave Shampagnex the foundation to hone her skills. But Shampagnex forged her identity in the world of reggae music, styling entertainers such as Protoje, Spice, Skillibeng, Romain Virgo, Kabaka Pyramid, Jesse Royal, and Lila Iké. “In terms of the reggae niche, that came naturally. Coming into the industry, it was reggae artistes who first reached out to me to work; then, because it’s such a community in that way, a lot of people were attracted to my work, and we’re like one big happy family, to be honest,” she said.

Shampagnex’s ability to create designs that reflect the heart and soul of reggae music has set her apart. Her passion for storytelling through fashion aligns seamlessly with her work. “Tour wardrobe stays my favourite. I like to let the story that’s being told align with the artiste because I never want it to feel ‘costumey’ unless it’s intended to be a costume. So I like to understand the brand. I guess I can pull from my finance days for that.”

For the Intimate Concert, Shampagnex’s designs struck the perfect balance between classic reggae influences and contemporary elegance with a blend of ‘Jamaicanness’. “At the heart of what I do at Seora is I like to pull from things that are in the culture, for example, mesh and mesh marinas, cotton and kerchief, and those type of textures that we kind of see in the day-to-day and elevate them. So that’s really what I do a lot through my brand,” she explained.

Her connection to reggae music is deeply personal. “My dad is from Portland, so you know the soundtrack of the country is reggae music. And then my aunt on my dad’s side is actually Gregory Isaacs’ wife. So it’s funny how God aligned the fact that I love reggae music naturally to my work right now,” she reflected.

The collaboration with Red Stripe, one of Jamaica’s most recognisable brands, adds another piece to Shampagnex’s fashion puzzle. Brand Manager for Red Stripe, Nathan Nelms, highlighted the significance of the partnership. “Red Stripe is proud to work with exceptional local talent like Shampagnex. Her designs embody the authenticity of Jamaican culture and give established and emerging artistes a platform to look and feel their best. This partnership is a celebration of our culture and an investment in Jamaica’s creative future,” he said.

For Shampagnex, the collaboration is another milestone in a remarkable career that includes a feature in Teen Vogue and seeing her designs displayed on a Times Square billboard. As she sets sights on the future, she plans to release her first collection later this year, shifting from bespoke creations to pieces that everyone can wear. “I want to allow everybody to feel like a star,” she said.

As the lights dimmed on the Intimate Concert, the partnership between Red Stripe and Shampagnex left an indelible mark. It was a night of music and fashion, a celebration of Jamaica’s rich cultural heritage, brought to life by a designer who continues to elevate the island’s artistry on a global stage. Both brands came together to ensure that all Jamaicans they impact feel like legends in their own right.