London-born, New York grown Jamaican designer Savannah Baker has styled Rihanna for several projects including a Savage X Fenty photoshoot. Her multicultural approach to styling along with her charm and creativity has made her one of the most sought-after designers for pop stars, reggae, and dancehall stars. She is Sean Paul’s creative director and has successfully been able to spot trends and apply them to the works of Usher, Katy Perry, Damian Marley, Dancehall deejay Popcaan and Spice, for the cover of her recently released debut album “10”.
In this interview, we talk about her life’s purpose, making an impact on the world of art and entertainment, and how she uses her wide range and cultural experiences to design and impact culture.
What is your background?
My mother is half Jamaican, she grew up in Kingston. My family is from Portland so I grew up in Jamaica. I have always been into creating and visuals. Jamaica’s fashion is my biggest inspiration so it always made sense to work with Jamaican artists because they are my favorites.
Tell me about the PUM PUM SOCKS. It seems like a big thing with Rihanna wearing and posting it.
It was and it’s really sad because I need to revive it because a lot of people really loved it. I used to make it for myself and then everyone commented on it and said they loved the styling and so on. Someone came to me and said let’s make it into a brand. Pum Pum Socks was the idea to take back the word “Pum Pum” from men who used it in culture a lot. Like Nicky Minaj took back the word for women “Bitches” and she empowered the word. So I wanted to take back the word Pum Pum from the men and own it into a collective called “Pum Pum Gyals”.
My hope is to revive it. Someone stole the identity of the brand and it made me kind of pause it for a bit but I hope to be back into the Pum Pum Gyal and Socks brand.
You have a particular charm that can be used to coordinate 42 friends for your birthday celebrations. How did you manage to develop such a charming personality?
That’s a lovely thing to say thank you. But people coming here they kinda know they were gonna have a really good Jamaican vibe and experience so I feel like a lot of people were like “yep I am in”. But I do have a wide circle of friends and they came and we had a beach Party at Geejam Beach. We had people from Kingston and all about coming to share vibes but for me it’s about a celebration of the people around me and being open to the people in the community wherever you live and sharing good vibes.
Tell me about Rihanna’s Wild Thoughts and how you got to direct that performance?
So I collaborated with my cousin Phillipa Price, she is a creative genius and we collaborate a lot. That was her vision but we did the Grammy’s together with DJ Khaled. We styled 36-40 dancers on stage. We have done a few things with Rihanna.
We did the Savage Fenty Campaign which was also an amazing experience. It was the first launch to her lingerie campaign. We did that in LA and we actually had to shoot an extra day and it was a fun experience.
You also worked with Damian Marley to style his last Grammy-winning album cover.
I don’t think Damian has worked with someone in style a lot so it was a different process for him. It was collaborative and we used him in some different ways. He is refreshing and a true icon.
How was it working with Katy Perry and do you bring an extra cultural knowledge to the table that others may not have?
I like to contrast and mix looks together in a natural way. I will go to Port Antonio Market and pick up some random things. It might go on Rihanna, she doesn’t know it but it’s all about mixing things. Something from the market and something thrifted with a high end brand. SO I guess my travels contribute to the style and look.
Working with such diverse brands I think psychology is a huge part of styling and making people feel comfortable both with me and with themselves.
Your work can determine if someone listens to an album, and your influence is on Spice’s debut album. What is the mindset you go into for creating that?
Well first of all that was an amazing project because she is a pleasure to work with. She has two sides of a coin, Grace Hamilton and Spice and she was very open. The cover is not my favorite shot but there is more to come. We wanted to do planet Spice and this kind of intergalactic world. There are some more Dancehall queen looks that bring it into a fashion realm. So I am excited about those.
Spice
You are the heir to a throne of music and hotel business through your father but you are legitimately building a legacy of your own. How do you think artists can turn cultural capital into financial capital?
I would say stay true to yourself and not think you have to do things in a particular way. You want to inspire and take what you have whether you live in St. Mary or St. Elizabeth just use what’s in front of you for creative currency. You don’t have to follow the leader, just use what you have.
Who haven’t you worked with that you would love to work with?
I would like to do something really large in Jamaica, something conceptual and make it into an art piece. I would love to work with Erykah Badu. I got a concept that I will pitch to a magazine. I like working with people who are a bit more challenging. Like if they don’t want to wear pink and I get to do it in a masculine way.
Savannah Thank you so much.
Thank you.
For the full interview listen to World Music Views Podcast on Apple Podcast or wherever you listen to podcast.
