Popcaan

As a Jamaican American, I wanted this campaign to do more than advertise merchandise, I wanted it to honor my culture. Popcaan inspires me not only through his music, but through his hairstyles and personal style, which reflect Jamaican creativity and resilience.

The merch designs drew from the vibrancy of dancehall culture, with bold graphics and color palettes that echo Jamaica’s energy. I used visual cues from Popcaan’s signature hairstyles to give the collection its own identity. His style, to me, represents self-expression and cultural pride, values I aimed to bring forward in these designs.