Anna-Lisa Guthrie Turns Heads at Reggae Sumfest with Hyundai Jamaica
Anna-Lisa Guthrie made a splash on Night One of the Reggae Sumfest, captivating festival-goers with a daring, fashion-forward collaboration with Hyundai Jamaica. Known for her bold designs and fearless self-expression, Guthrie showcased a unique outfit that was as much a work of art as it was a fashion statement.
A Creative Fusion of Fashion and Innovation
At the heart of this eye-catching activation was an outfit crafted entirely from real Hyundai car parts. Imagine gears, grills, and metallic detailing transformed into a stunning ensemble that not only highlighted Hyundai’s sleek aesthetic but also celebrated the vibrant creativity of Jamaican talent. Guthrie’s design was a perfect blend of innovation and artistry, embodying the spirit of both the festival and the brand.
“I drew inspiration from car parts: gears, grills, and that industrial edge,” Guthrie explained. “I wanted to bring a grunge-inspired, high-energy vibe to Dancehall Night. 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.”
Craftsmanship in a Flash
What’s even more impressive is that this striking outfit took just 26 hours to complete—from initial design to the final stitch. This rapid turnaround showcases Guthrie’s efficiency and vision. The process involved merging structured, industrial materials with form-fitting silhouettes, resulting in a piece that was both striking and wearable.
“When I think Hyundai, I think sleek design, clean lines, and refined details,” she continued. “Everything 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.”
Hyundai Jamaica’s Vision
For Hyundai Jamaica, this collaboration was a creative way to connect with local audiences through culture and lifestyle. Carla Hollingsworth, the marketing manager at Hyundai Jamaica, expressed her admiration for Guthrie’s work. “I was absolutely amazed by how creative and beautiful the outfit turned out. 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.”
Celebrating Jamaican Culture
This activation was part of Hyundai’s broader effort to engage with Jamaican culture, creativity, and lifestyle. Reggae Sumfest, known for spotlighting local expression and bold performances, provided the perfect backdrop for this celebration of ingenuity and individuality. The festival is a melting pot of talent, and Guthrie’s outfit was a shining example of how fashion can intersect with automotive innovation.
As the night unfolded, attendees couldn’t help but admire the creativity on display. The collaboration between Anna-Lisa Guthrie and Hyundai Jamaica not only turned heads but also sparked conversations about the future of fashion and design in Jamaica.
What other creative collaborations can we expect to see in the future? Only time will tell, but one thing is for sure: the spirit of innovation and artistry is alive and well in Jamaica!