Sarayaa, celebrating Africa in all its diversity
Fashionistas will have discovered SARAYAA at Paris Fashion Week. SARAYAA, the small brand born in Senegal in 2014, is now up there with the big boys. Proudly showcasing local fabrics such as woven loincloths, SARAYAA, which aims to celebrate Africa in all its diversity, is now exported across Africa as well as to Europe and the United States. It is the result of designer Safiétou Seck's commitment to promoting Made in Africa. It's a commitment that earned her the SME of the Year award at the recent Africa SME Champions Awards.
SARAYAA is now a true success story. The result of years of hard work, but above all a real passion for fashion. Even though your studies and career started far away from the catwalk…
I’ve always had a passion for fashion, from a very young age, but the context I was in was not conducive to careers in the creative arts, which are not as serious as, say, finance or business.
I did my BA in economics in the US at Spelman College in Atlanta and my MBA at American University in Washington DC. I then spent seven years as an economist at the US Embassy.
Despite my background in economics, my love for fashion prevailed. So, I founded SARAYAA, a high-end traditional-modern women’s fashion brand. I chose the name SARAYAA to express the idea that women are precious and unique. Saraya (without the second letter A) is a gold mining region in Senegal.
What is special about your creations?
I would describe my creations as a fusion of traditional African designs with a modern twist. One of my aims is to showcase African and especially hand-woven loincloths that are still little known today, especially those from countries such as Senegal, Burkina Faso and Mali. My style with SARAYAA reflects my heritage, which is a mix of African and Western culture, and my love of original combinations.
The brand offers a wide range of clothes for women who appreciate elegance and timeless style.
You have a lofty ambition: to promote quality made in Africa. What’s your roadmap for achieving this lofty goal?
I’ve always believed in African fashion, its originality and its ability to bring something new and great to the fashion world. Right now, fashion is saturated. Everybody is doing the same thing. There are clothes everywhere that all look the same, but there’s not enough depth.
My ambition with SARAYAA is to highlight simple, elegant African fashion and celebrate the originality of styles that make each woman unique. The brand emphasizes quality craftsmanship and attention to detail. While the collections can be both glamorous and sophisticated, SARAYAA’s style is simple, comfortable and uncluttered. The pieces are elegant and, above all, exude confidence and self-assurance.
The brand prides itself on using high quality materials and incorporating original prints, ensuring that each garment is truly unique.
SARAYAA’s aim is to conquer the world through fashion weeks to make a name for itself, but also through private sales to allow women to touch and try on the clothes. SARAYAA is now represented in several countries and will soon be sold in the USA.
