Anna-Lisa Guthrie’s Hyundai look wows at Sumfest
Published:Friday | July 25, 2025 | 12:09 AM
Anna-Lisa Guthrie turned heads on Reggae Sumfest Festival Night One through a bold, fashion-forward collaboration with Hyundai Jamaica.
At the heart of the activation was a one-of-a-kind, Hyundai-inspired outfit designed and modelled by the costume and production designer, known for her fearless approach to fashion and self-expression.
Crafted from real Hyundai car parts, Guthrie’s look was an embodiment of innovation meeting artistry. The outfit featured elements like gears, grills, and metallic detailing, transformed into a statement piece that not only highlighted the brand’s sleek aesthetic but also celebrated the creativity of Jamaican talent.
“The inspiration behind my look came from car parts: gears, grills, and that industrial edge,” Guthrie shared. “I wanted to bring a grunge-inspired, high-energy vibe to Dancehall Night, and Hyundai’s focus on engineering and innovation felt like the perfect creative anchor. It made sense to translate elements of the brand into something bold and wearable.”
Remarkably, the outfit took just 26 hours to complete – from design to execution – a testament to Guthrie’s efficiency and vision. The process involved merging structured, industrial materials with form-fitting silhouettes to create something striking yet wearable.
“When I think Hyundai, I think sleek design, clean lines, and refined details, everything that aligns with how I approach fashion. Hyundai pays close attention to form and function, and that’s something I reflect in my style too. I gravitate toward pieces that feel thoughtfully constructed and intentional, like they were designed with purpose. Just like a Hyundai,” she said.
For Hyundai Jamaica, the collaboration was a creative way to showcase the brand’s core values in an unexpected yet resonant way.
“I was absolutely amazed by how creative and beautiful the outfit turned out,” said Carla Hollingsworth, marketing manager at Hyundai Jamaica. “The fact that Anna used actual Hyundai car parts made it even more impressive. Her ability to transform something industrial into high fashion is nothing short of extraordinary. Anna is truly a gifted and innovative designer.”
The activation formed part of Hyundai’s wider effort to connect with Jamaican audiences through culture, creativity, and lifestyle. With Sumfest as the backdrop, a festival known for spotlighting local expression and bold performances, the collaboration was a fitting celebration of ingenuity and individuality.