Back in the day, fashion played an integral role in dancehall culture, with Magnum Sting being one of the premier annual events to showcase the most outrageous fashion and signature styles as females looked forward to turning heads in risqué, "bare as you dare" outfits.

This spectacular display of fashion will be revived at Magnum Sting 2014. The event's promoter, Supreme Promotions, has decided to turn the spotlight on the patrons this year by providing red carpet paparazzi entry, awards for those best dressed, and reduced entrance fees.

According to Sting boss, Isaiah Laing, the kings and queens of dancehall fashion can go all out, as the limelight awaits them at Jamworld.

"We are encouraging the dancehall fans to return to the days when fashion and style ruled. We are providing the platform for them to be noticed and issuing awards for the best dressed male and female. The entrance price will be lower than what it was last year, so it's a definite give back to the people who really make the show what it is today," he said.

The organisers further said that every year, performers place more emphasis on their 'Sting ensemble', even more so than any other event they may be booked for, and this will not go unrecognised. The artistes will be eligible for the awards: Best-dressed Male and Female artistes. The audience will select these winners, voting using their cell phones.

Sting director, Howard McIntosh, insists that, "The focus will be on the fan experience, to ensure that patrons are excited and happy at Magnum Sting 2014. We are targeting the original Magnum Sting fans and the new fans of reggae and dancehall. We also want all the communities to come out and support their artistes, their music and their dancers."

For the last seven years, Magnum Tonic Wine has celebrated dancehall culture by highlighting the fashion in the dancehall with the fashion segment on their dancehall TV show Magnum Kings and Queens.

"Dancehall is not just about the music, and everyone in the dancehall knows that flossing is just as important as knowing the latest moves. As Jamaicans, we love to look good and we love to make sure people see us looking good. Now Magnum Sting patrons are encouraged to come out in their best dancehall fashion and be noticed. We are bringing the true spirit of the dancehall back in every way for 2014, so our fans get the best experience," said Sophia Fairman, J. Wray & Nephew Ltd's group brand manager for fortified wines and liqueurs.