From Jamaica to di world - Deiwght Peters changing lives one runway at a time

With 20 years of experience running an internationally acclaimed modelling agency, Saint International Chief Executive Officer Deiwght Peters says his most significant accomplishment has been his impact on people. Peters says he started with a vision to create a platform where young Jamaicans could feed their creativity and realise their ambitions. It’s a feat he has achieved time and time again, capturing the attention of the fashion world.

“My motivation has always been to have the chance to change a young person’s life, and give them the opportunity to become a success in a profession they may never have had the confidence to think about. Opportunities like this can change their destiny and, by extension, the lives of their family,” said Peters. “Saint has allowed young Jamaicans from the ghettos of Trench Town or the rural community of Lionel Town to dream that they can conquer the world and actually achieve it. The idea that I am able to take a young man from downtown Kingston, Jamaica, Cameroon or Nigeria in Africa and put them on a runway in Paris and change their life forever is an extremely gratifying feeling.”

The fashion icon describes Jamaican culture as one of the most significant assets to his brand identity on the global stage. He believes that being authentic is the best way to stand out, a trait that Jamaicans have mastered effortlessly. Peters also works with local designers whose signature style and brand ethos are primarily defined by the laid- back and unpretentious cool factor that is so uniquely Jamaican.

Saint International, which started as a talent management agency, has launched the careers of hundreds of Jamaicans, a testament to the company’s motto ‘Changing Lives, Expanding Horizons’. Saint was featured in Forbes magazine as the world’s biggest exporter of black models.

Over the years, Saint and Peters have had many accomplishments ranging from features in top publications such as Italian Vogue, New York Times, American Vogu e, British Vogue, ID Magazine, V Magazine and Le Monde France to historical appearances of prestigious runways in New York, London, Paris and Milan. Saint also handles direct bookings, consultations and collaborations with major international brands.

NATIONAL RECOGNITION

The fashion icon’s achievements were recognised at the annual National Honours and Awards Ceremony this year, where Peters was conferred with the Order of Distinction in the rank of officer (OD) from the Government for his outstanding achievements in the arts. Peters also received a Stand Up For Our Heroes award from Red Stripe for his ambassadorship of Brand Jamaica and his invaluable contributions to the creative industry.

“It is remarkable that in my 20th year of Saint, an iconic Jamaican brand like Red Stripe is honouring my groundbreaking work and unprecedented achievement in the global fashion business. It’s a testimony that hard work pays off. The life-changing experiences by the Saint models are similar to that of many Jamaicans who have benefited from so many Red Stripe initiatives over the years. So to be honoured as an icon, by an icon, is remarkable. I know the real struggles of building this brand from the ground up. Starting in Jamaica with fierce ambition and now internationally known and respected, I never compromised my values for success, and that’s a winning and a powerful lesson. The story of Saint will be captured in a book and a movie, and I know both will be bestsellers,” shared Peters.