Watch Sarah Diouf’s documentary about her brand Tongoro and her vision for Africa’s future
Sarah Diouf is a renaissance woman – designer, entrepreneur, editor and now a filmmaker too. Made In Africa is the Senegalese creative’s documentary charting the rise of her affordable luxury brand Tongoro and setting out her belief that the ethical fashion industry across the continent is a catalyst for social and economic change. The film captures such moments as showing at Lagos Fashion Week, opening her production studio in Dakar and dressing Queen Bey. Here we catch up with Diouf to find out what’s next in her quest to ‘build an Africa dream’.
How did the idea for the film take shape?
I have developed this habit of documenting everything I do for the past 10 or so years because I knew that at some point the time would come to tell that story. Then about a month ago, I was going through some of my footage and thought that with everything that is happening in the world right now we all have been given the gift of time and I should use it for good. So I took the bull by the horns and made this film.
What messages are you trying to express through Made In Africa?
I hope the documentary translates how important our culture and craftsmanship are and how we can rely on them to create lasting African solutions and systems that can truly benefit all the actors of the chain - the designers, the financial backers and most importantly - the artisans. I believe African fashion can be a virtuous circle and my brand is a testimony of that.
As you celebrate the fourth anniversary of Tongoro, what have been your highest moments so far?
I always think about the moment I decided to move back to Dakar. It allowed me to gain perspective on my journey and road travelled and that is very humbling for me. Beyoncé requesting to wear Tongoro will forever remain a high, I mean…It’s Beyoncé! And my first show in Cape Town was special as it was truly the catalyst of everything.
Going forward how will you continue to build on your vision?
Keep on doing what I do best… create!