Rashel-Lee Smith’s RMS Apparels is making luxury feel effortless

From creating pieces for everyday wear to crafting luxurious looks for special occasions, Rashel-Lee Smith has carved out a distinctive space for herself, rooted in femininity, versatility and comfortable luxury. Through her brand, RMS Apparels, she creates designs that make women feel both sexy and sophisticated.

“My style definitely reflects femininity. Making the women feel sexy and classy at the same time, no matter the body type, is what I aim to achieve with my designs. I love comfortable luxury. I appreciate garments that can transition throughout seasons and are versatile, and I design with that in mind, taking garments from day to night and vice versa,” the owner and designer of RMS Apparels told Living. 

Growing up, Smith exhibited a passion for fashion at an early age. “I knew from a very young age that I wanted to be in fashion. Making clothes for my dolls was a huge indicator for me. And here's a fun fact: I actually still have a few for nostalgic memories.”

As she grew older, she followed a natural trajectory that led to her showcasing designs on the runway. It wasn't long before RMS Apparels was born.

Pulling inspiration from her surroundings and external influences, just about everything and everyone motivates this talented designer to put pen to paper and sketch her way to creating a new masterpiece. “I love comfortable luxury and garments that can be multiple-purpose and functional, so I always ensure that is translated in my brand as well,” she shared.

Rooted in functional minimalism with a touch of feminine chic, her wardrobe became practical as she got older, especially as she moved through the day-to-day activities of a creative designer. But it is the very opposite for her clients. “Signature looks for my brand takes a completely different, high-octane turn into luxe contemporary resort wear. The garments are designed to move beautifully with the body, ensuring the wearer feels elegant in a risqué way.”

Creativity is also sparked by the myriad of exciting hues, reminiscent of our nation’s lively spirit. “This inspiration comes from a love for the vibrant, sun-soaked energy of tropical destinations like our beautiful Island Jamaica, mixed with the refined sophistication of high-end commercial fashion,” she pointed out.

For her, it’s all about capturing the essence of a luxurious escape, the warmth, the freedom, and the confidence that comes with stepping into a beautifully constructed piece. “The goal is to blend the effortless ease of vacation wardrobe pieces with an everyday aesthetic. Coming from an island where you see warm and radiant colours every day, these colours often evoke or translate into a positive mood. So, colours play a huge part in the design elements of my garments. And it definitely makes the wearer feel vibrant and happy as well.”

When it comes to behind-the-scenes innovation, creative block is definitely a factor for designers. So how does Smith get over the fashion hump? “Sometimes I have to take a break, step away and get re-inspired. Also, the fact that you have so [many] cheaper options, it's hard as a designer will sometimes have to compete with the mass market. But I'm big on educating people on the benefits of investing in slow fashion,” she revealed.

These days, Smith is focused on building her brand, one design at a time and conquering the local market. Additionally, there are big aspirations for an international brand in the future. She is encouraging anyone looking to become a designer to start with what they like first, find their voice and branch out from there. 

“Observe the world around you and figure out what story you want to tell. If you have the passion to create and the discipline to learn the craft, you are already a designer. You just have to start, and don't overthink it. Starting can simply mean watching tutorials on YouTube and learning by doing it yourself. More importantly, stay true to yourself and your talent,” Smith advised. 

krysta.anderson@gleanerjm.com