Ready or Not!

100ft Long runway under construction at the inaugural SAINT INTERNATIONAL FASHIONBLOCK, on Knutsford Boulevard, Kingston, Jamaica. (2006) Yes, we did it. We blocked the road for a fashion show! Unheard of at the time!

As we prepare for WIFAX 2026, I keep returning to a simple question:

"What happens after everyone agrees?"

It's not hard to get smart people in a room and reach consensus.

We know our creative industries need stronger markets, better infrastructure, more support. The hard part is deciding what we will actually do, who will own it, and how it will be executed.

My own approach comes from working across architecture, film, events and design. Film and events taught me that the lights go up whether you're ready or not. At a certain point, the audience arrives. That forces a different kind of planning: clear intention, defined responsibility, logistics that actually work for the people who have to execute them. That's the perspective I'm bringing to my strategic work with WIFAX.

We don't need another set of elegant conclusions. We need a few concrete interventions that can move something, whether that's a pilot programme, a partnership, a committed institution or a mechanism that didn't exist before.

For me, strategy is design. The space and distance between an idea and its execution is not admin. That space is design work.

So, as WIFAX approaches, my focus is practical. When the lights go up, what will we have actually made possible?

I am galvanized by the possibilities!

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