Fashion Couture meets Isis Mas….

Fashion Couture meets Isis Mas….

Without further ado… presenting

Isis Mas Band 2013 presentation; Fashion Couture…wee papa. The Ultimate carnival King and Queen experience.

The temperature gauge read -2 degrees, however no amount of cold weather snap predicted by the weatherstation could deter one from attending the 2013 Isis Mas Band Couture… wee papa launch. With an undeniable marketing push, this was the event to be at and this is why…..

UK’s Caribbean own version of Project Runaway descended on the Metropolis in Wembley on Friday the 22^nd of March. With news of a collaboration with Grenadian rum importer Ramsey Rums serving and supplying Clarkes Court 70% overproof Pure White rum for IsisMas’s signature rum punch at NHC 2013, cocktail bartenders preparing Old Grog cocktails (yes you heard that right masqueraders) accommodating hosts during the launch, a sumptuous buffet laid out for the guests, an impressive launch by all standards, the costumes and atmosphere delivered on the night spoke volumes of the impending experience to be held with this band.

UKSS had the pleasure of speaking to the man behind the scenes, mas band leader Roy McEwen on Isis Mas and this year’s theme and presentation. Check out the interview and costumes below.

UKSS: WoW….There was certainly no smoke without fire and judging from your presentation, 2013 Mas Band launch and overall marketing you are more than ready to dominate Notting Hill Carnival 2013. What propelled you to take things to the next level and set a standard, particularly on the usage of digitised formats such as your video logo and theme video?

RM: First, carnival is totally worth the effort and expense!! Second, we’re in the digital age, we have to adapt to how the market consumes content. Flyers are great, but digital engagement works better. Our challenge was more, which visual concepts will work, rather than “if we should go digital. We did video last year, but this year we’re focusing on production quality and engagement. Thanks for the props Tigeress!!

UKSS: To possibly new masqueraders not in the know, how long have you been operating as a mas band and how has Isis Mas evolved over the years?

RM: IsisMas was born in 1997, the first 100% sold out T-shirt fun mas band in the Notting Hill Carnival. We had iconic themes such as Smile When it Hurts – promoting health and wellness; Foot ‘n Mouth – highlighting the national food chain crisis at the time; Carnival Babies – play on words highlighting safe sex and the fact that if you love carnival you’re a carnival baby. In 2000, our t-shirt masqueraders asked for costumes, we decided to have both costume and t-shirt sections. It’s been a long journey, but its been great.

Last year 2012 we played LEGENDS – “there one in all of us”, featuring 4 female and one male costume sections. This year its “COUTURE…wee pa pa” mixing the European and Caribbean style concepts, featuring 5 female and two male costume sections.

UKSS: You have included mas costumes for men this year, notably the urban wear top that can be worn as a normal daytime attire. Quite a change…overall what led to the inclusion of male costumes this year?

RM: We have two male costume sections. One is the traditional elaborate male costume titled HE, the other is titled Urban and features a decorative hoodie. This was a big risk. But when Hoa showed me the design, I didn’t need a second look or changes. I believe I said, “leave that one as is”. This costume has been such a hit, that guys have literally been asking to model the costume.

Section: HE is the genesis of strength of the earth, immovable, HE influences all, HE simply IS.

Section: Urban is a transforming force, challenging the traditional while embracing edgy determination

UKSS: Deviating from the norm, what is the presentation for 2013, was the inspiration behind the designs and what led you to use a British designer.

RM: The theme COUTURE…wee pa pa deliberately attempts to fuse the European and Caribbean approaches to style. High fashion in Europe is called Couture while in the Caribbean when you step out in style, people say “wee pa pa”. On making that theme decision, I realised I had to find a designer who could be true to both. That’s a bigger challenge that you may think. However, the results were greeted with delight on Friday at the launch, so that’s great. Notting Hill Carnival is a distinctly British affair, with influences from the world. Going British is something I had always wanted to do, and finally got the chance to.

UKSS: Did you have an overall saying or play a part in your theme and vision for this year? What do you think of your costumes?

RM: Yes, I came up with the theme in carnival last year, while chipping along Westbourne Terrace, believe it or not. From the theme, I created a design brief. It was a baptism of fire for Hoa, as she had to always be thinking fashion and carnival. Hoa’s approach to design is brilliant, she is focused and dedicated to producing pieces that reflect the theme, she a perfectionist. We also worked with Michelle who made the headpieces, and Kelly who made the samples…two more perfectionists. On reflection it was a blessing working with Hoa, Michelle and Kelly, who are all dedicated to their art and who will challenge, to ensure the finished article is perfect.

Section: Première depicts the razzmatazz on the red carpet, its a sheer delight, with excitement, celebrating joy and fascination

UKSS: You are the first mas band to have their own official riddim produced by SD Productions UK, the COUTURE Riddim, which we know is going to mash up Notting Hill…any news on which artists will be featuring on that riddim?

RM: Its a dream come true to build a riddim to reflect the theme and SD Productions UK did an amazing job, at the launch everyone felt the vibe from the track, it just seems to fit. I asked Sean for a riddim some time ago and I was worried it wouldn’t happen. But in February SD Productions UK played me some beats at the Grenada Independence gig at Novotel and I selected this one to be the Couture Riddim. They have done a crazy job with this track. So far, 7 artists both UK & Intl, are reviewing the riddim. It’s too soon to say who, but these guys have massive fan bases in London.

UKSS: What can we expect from the future?

RM: In the not too distant future, you can expect our “convertible” VIP music truck at carnival again. Last year we defied the weather and had a music truck with no roof!!! The result was a totally off the chain carnival experience. Brother B was able to stand on the speakers and interact directly with the crowd. Vibes on vibes. Expect an improved “convertible” design and more vibes.

UKSS: Where do you see Isis Mas Band in the next five years and what can we expect from the future?

RM: In the next 5 years the IsisMas brand would be established. More costume sections. More design variety. More food concepts. More vibes.

UKSS: And on that note, why should people choose to play mas with Isis Mas Band this year and what should existing masqueraders expect on the road this year?

RM: IsisMas is about 100% family carnival vibes, that’s what we promise and deliver every year. On practical terms, the choice is simple; do you want to be looked after? A hot delicious meal, unlimited soft drinks & rum punch, where unlimited means unlimited; a secure environment around the float with over 20 security personnel, smiling hospitality. Then IsisMas is the simple choice.

To add some panache to the parade, we are producing 7 signature Old Grog rum cocktails, named after each costume and in the colours of each costume section!!

And on that note… The rest of the 2013 Queen Mas Costumes: