Fashioning Identity: Jamaica’s ‘Sweet Like JAM’ Designers Take the Global Stage

Fashioning Identity is a cultural-history documentary that explores how Jamaica’s groundbreaking installation, Sweet Like JAM, transformed from a Kingston pop-up into a global showcase of Caribbean innovation. Featuring thirty-five designers, the film reveals how each maker draws from heritage, craft traditions, and lived experience to redefine what luxury can look like in a Jamaican context.

The documentary takes viewers inside the multisensory installation—an immersive world of botanical dyes, bamboo-fiber fabrics, carnival-inspired beadwork, and silhouettes shaped by both rural memory and urban rhythm. Through intimate stories from the designers, the episode uncovers how cultural identity becomes a design language, how sustainability and experimentation intertwine, and how Jamaica’s creative renaissance challenged the assumptions of the global fashion industry.

When Sweet Like JAM travels abroad, its impact becomes even more profound. International critics take notice, diaspora audiences respond emotionally, and global institutions begin recognizing Jamaican creators as leaders in a new wave of heritage-based innovation. The documentary closes by examining how this movement reshaped conversations about authorship, representation, and the future of Caribbean design—proving that Jamaica’s creative voice is not emerging, but ascending.