Breaking boundaries through fashion

Antiguan-born June Ambrose, an award-winning creative director, costume designer and entrepreneur, has built a career creating culture-shifting moments through fashion and style. Over the past 25 years, she has worked on more than 200 music videos, styling and creating the iconic looks for music superstars like Missy Elliott, Mary J Blige and Jay Z, who said of June; “There are very few people that indisputably shift culture”. She also authored Effortless Style and appears regularly on television as a fashion expert. Pioneering sportswear as a luxury lifestyle and at the forefront of celebrity brand collaborations, her influence in the fashion world is indisputable. Her latest collaboration as creative director and designer for PUMA has cemented her continued place as a legendary “style architect”.

Although you studied performing arts followed by a corporate job, you did finally end up with your dream career in fashion. How did that come about?

At the beginning of my fashion career, when I had a marketing internship that allowed me to observe artists and artist development, it made me aware that there was a need for this creative service. Later, I went on to become the marketing director of fashion brand Cross Colors by Karl Kani where I had access to people who were seeking creative help. I developed a deep understanding of the industry and from there I started my own company; a creative service agency where I was able to expand on everything I had learned.

June Ambrose taking PUMA to a new level

Photo cred: PUMA

You have your finger in many different pies and so much success under your belt. What part of your professional career has been the most satisfying?

Working in urban Black music and changing the visual narrative and perception around hip hop has been most satisfying. Creating unexpected images and storytelling that challenged how people perceived Black artists and Black music has definitely been the most satisfying.

You have worked with some of the most powerful people in the music industry. What has been your favourite collaboration and why?

One of my favourite collaborations is when I costume designed “Mo money, Mo problems” for P Diddy and Mase. It was a culture-shifting moment. The idea of shiny, glossy suits connected to hip hop wasn’t the norm – I was creating an alternate narrative to what was considered “gangster”. This moment was also inspired by my Caribbean roots; the red reminded me of the steel band Burning Flames. It felt like carnival to me.

How has social media and the rise of the influencer changed the face of fashion and indeed celebrity since you started in the business?

When I started my career, there was no social media, we didn’t look to our left or right, we didn’t compare, we just did what we thought. Before social media, it was just my voice; and it was my voice that I trusted. My voice and my community’s voices were enough, our point of view was and is enough. Now I feel as though there is too much comparison; everyone is concerned with everyone else!

How did your corporate experience shape you and put you in good stead for your future as a fashion entrepreneur?

Being financially literate was a very valuable skill. You need to set yourself up in order to sustain, especially when you’re an entrepreneur or freelancer and your business relies on you. I was always thinking, “If I’m unable to work, how do I sustain myself?” Financial literacy is very important.

How important is your Antiguan heritage to you, and how has it shaped your life in general?

It is my foundation. Even though I wasn’t raised in Antigua, I was born there, and my family never lost sight of our roots. I believe my Antiguan heritage is one of the single most important reasons as to why I have the stamina and the ambition that I do. It’s that Caribbean mentality, a “to get it done or you don’t eat” mentality. My heritage is also a constant reminder of who my mother is, and who she was; she raised us Antiguan and she made sure that we experienced everything culturally that I would’ve experienced if we lived in Antigua.

I believe my Antiguan heritage is one of the single most important reasons as to why I have the stamina and the ambition that I do

Can you tell us more about your collaboration with PUMA and what this means to you, especially to empower women through your designs?

I’ve always bridged sportswear with luxury. It’s always been a part of my style and as the Creative Director of PUMA, I’m redefining what style in sport means for the brand. In terms of empowering women, I have always felt a calling to create with purpose. My purpose was to translate self-expression, individuality and unapologetic swag to the masses, and I’m bringing this creative energy to PUMA. I want women to feel bold and fearless in my designs, I want them to feel empowered to break the mould and any glass ceilings that they need to.

You’ve said that fashion breaks down every barrier in your opinion. Can you tell us more about that and whether you believe that fashion needs more inclusivity?

I’ve used fashion and style to communicate a different narrative, challenge stereotypes and break down barriers. With fashion you can create a visual language that alters people’s perceptions. With the artists that I’ve worked with, I’ve always said “Fashion is to style what lyrics are to music” – it brings an added layer of depth to what you’re trying to communicate. We’ve made strides in inclusivity and diversity, but we absolutely need more representation. It’s important that we see ourselves in popular culture.

June Ambrose

Photo cred: Marcus Derricote

Where is your favourite spot in Antigua?

Shirley heights is my favourite spot in Antigua; I have a really beautiful picture of my mom and I there. I love looking down over the ravine; there’s something about looking down on the water and seeing the gathering of cultures. It’s beautiful.

You often talk about being fearless and wanting other women to feel fearless. How important has this attribute been throughout your career?

It’s everything, because most of the time you’re walking into rooms where people don’t look like you. Being fearless allows you to tap into yourself, ignore what the room is giving and focus on what you’re bringing to it.

What is your motto in life? Work hard with no regrets.