Puerto Rican designer Jomary Segarra, through her brand Yomas, experienced a significant breakthrough when her creations were featured in the Super Bowl Halftime show. This unexpected global exposure provided a platform to celebrate Puerto Rican culture and highlight her distinctive design philosophy. Segarra’s work, characterized by its adaptability to the female form and a strong Caribbean perspective, embodies themes of joy, inclusivity, and accessibility. The Super Bowl appearance not only propelled Yomas onto the international stage but also underscored the challenges and successes of independent designers striving for recognition from smaller regions.
The journey to the Super Bowl stage began quite organically. Approximately three weeks prior to the event, a group of Nuyoricans, familiar with Segarra's work through Instagram, approached her. They requested initial sketches for Bad Bunny's creative director, Janthony Oliveras. Due to time constraints, instead of creating new designs, Segarra provided numerous pieces from her latest collection, emptying her newly opened flagship store in San Juan. The confirmation that her designs would be used came just a day later, a testament to the spontaneous and rapid nature of such high-profile collaborations. This swift turn of events propelled Yomas into the global fashion spotlight.
Segarra believes her clothing resonated with Bad Bunny's performance due to a shared commitment to storytelling and cultural representation. Her designs are crafted for 'Latina girlies, baddies,' focusing on wearability and celebrating the diverse female body. Beyond aesthetics, Segarra infuses her work with political and social commentary, much like Bad Bunny himself. She emphasizes the distinct Caribbean perspective embedded in her brand, which differs from a broader 'Latina' identity. This nuanced approach to cultural expression likely attracted the artist's team, who are known for their ability to convey powerful narratives through their performances.
Inspiration for Segarra's designs is deeply rooted in her surroundings and personal experiences. Her agricultural background, inherited from her grandfather, and her grandmother's teachings in knitting, underscore a connection between fashion, food, and traditional craftsmanship common in Latin America. She also draws from nature, her family life, and the daily realities of being Puerto Rican, including navigating political and gender issues. Her collection, 'Let the Mother Rest,' for instance, was a direct response to her traumatic childbirth experience in Puerto Rico, shedding light on systemic healthcare issues and universal maternal struggles. This blend of personal narrative and cultural observation enriches her creative process.
The Super Bowl opportunity signifies more than just commercial success for Segarra; it's a political act. For a brand operating from a small Caribbean island, gaining global visibility is an arduous task, often requiring extensive marketing efforts and 'large stunts.' The performance allowed Yomas to showcase Caribbean and Puerto Rican artistry to an international audience, challenging preconceived notions and expanding perceptions. Despite the lack of a robust fashion industry and manufacturing capabilities in Puerto Rico, Segarra manages her brand's production in-house, viewing it as an opportunity to cultivate technical expertise and empower others. This approach highlights her dedication to fostering local talent and industry growth.
The immediate aftermath of the Super Bowl brought an overwhelming response. Despite the exhaustion, Segarra and her team recognized the urgency of capitalizing on this momentum. She noted that even previous celebrity endorsements, like Kourtney Kardashian wearing her designs, require a strategic marketing plan to be truly effective. The emotional impact of seeing her creations on such a grand stage was profound, bringing tears of joy and validation. This moment affirmed that their hard work was finally being recognized, opening doors for a broader appreciation of Puerto Rican design and craftsmanship.
