GenXS Jamaica is announcing a new partnership for the 2024-2025 Carnival season, with Smirnoff stepping up as the title sponsor. This partnership sees Smirnoff take a prominent role as the title sponsor, further aligning its brand with Jamaica’s only Ultra-Premium Carnival Band Experience.

For the 2023-2024 season, Rum Stripe held the title sponsorship, and while Smirnoff now takes the lead this year, Rum Stripe will remain a key supporting partner. Both brands are committed to providing an exceptional carnival experience through product support, consumer giveaways, and event activations.

GenXS’s Band Launch & The ‘Kingdom of the Sun’ Collection

GenXS Jamaica has officially unveiled its 2024-2025 Carnival collection, Kingdom of the Sun, a powerful exploration of sun deities and their cultural significance across the world. The collection was revealed during a virtual Band Launch on November 15, 2024, and features 11 sections, designed by some of the Caribbean’s top creatives, including Douglas John, Solange Govia, David Dewer, Alejandro Gomez, Shawn Dhanraj, Natalie Fonrose, and Sherice Dixon.

The sections—Skai (Douglas John), Ashur (Solange Govia), Azula, Xova, Mëzara, and Sköll (David Dewer), Eos and Suhraya (Alejandro Gomez), Helia (Shawn Dhanraj), Itoshii (Natalie Fonrose), and Lyza (Sherice Dixon)—reflect the energy and symbolism of the sun, blending intricate details, bold designs, and striking colours.

Shawn Dhanraj, the designer behind Helia, shares: “I like the concept I came up with because I tried to do the sun surrounded by a half-moon. I used reflective lami to give that moon look and the sun look, and it’s perfect. I wanted to go with the unexpected. The combination of orange, red, and lavender into blue—it’s magical when the sun sets.”

Growth and Expansion

GenXS Jamaica celebrates its third year in Carnival, with Kingdom of the Sun set to make another memorable impact. The band remains committed to providing a premium masquerader experience, with continued support from its talented designers.

Along with its strong presence in Jamaica, GenXS is also expanding its footprint, marking its second year of collaboration with Tribe for Trinidad Carnival 2025. This expansion forms part of GenXS’s broader strategy to deliver its distinctive carnival experience to a wider Caribbean audience.

Smirnoff Partnership & Rum Stripe’s Continued Role

For the 2024-2025 season, GenXS Jamaica is excited to have Smirnoff take on the title sponsorship, as the exclusive Vodka partner for the band. Smirnoff’s support will be integral to enhancing the carnival experience for all masqueraders. Rum Stripe, who held the title sponsorship for the 2023-2024 season, will continue to play a vital role as a supporting partner. The collaboration between Smirnoff and Rum Stripe reflects the strategic alignment of two strong brands committed to providing an unforgettable experience for masqueraders.

Mala Morrison, Band Leader of GenXS Jamaica, commented:
“This year’s theme, ‘Kingdom of the Sun,’ represents the strength and energy of the sun, and it reflects our commitment to pushing the boundaries of what’s possible in carnival. We’ve worked with some of the best designers in the Caribbean to create a collection that embodies power, beauty, and tradition. At GenXS, we’re dedicated to delivering an Ultra Premium experience, and every costume, every event, and every moment this season is designed to make our masqueraders feel like royalty. We’re focused on providing not just a carnival, but a celebration of culture, creativity, and luxury.”

Upcoming Events for GenXS Jamaica 2025:

• Immortals J’Ouvert: April 26, 2025
• GenXS Road March: April 27, 2025
• OceanX – Maiden Key Beach Party: April 28, 2025
• XS Sunset – Monday Afterparty: April 28, 2025 Costume Availability GenXS Jamaica’s Kingdom of the Sun collection is now available for purchase online at www.genxsjamaica.com. Local masqueraders can visit the GenXS Showroom at Sovereign Centre, opening in December 2024, to view the costumes in person and make payments via cash or card. For more information and updates, follow GenXS on social media at @genxsjamaica or @genxcarnival.