Paris – The fashion world has turned its eyes to SARAYAA, a brand hailing from Senegal, which made a remarkable appearance at Paris Fashion Week. Founded in 2014, SARAYAA has rapidly ascended among the ranks of esteemed fashion brands, renowned for its celebration of African culture through textiles and design.
According to Africa News Agency, the brand’s founder, Safiétou Seck, has been honored with the SME of the Year award at the Africa SME Champions Awards, a testament to her dedication to promoting ‘Made in Africa’ on a global scale. SARAYAA has captured attention not only in Africa but has also carved out a market in Europe and the United States.
Seck’s journey began far from the glitz of fashion runways. She pursued an education in economics, attending Spelman College in Atlanta for her BA and American University in Washington DC for her MBA, followed by a seven-year tenure as an economist at the US Embassy. Despite her academic and professional background, Seck’s enduring passion for fashion led her to establish SARAYAA. The brand name, inspired by the gold mining region of Saraya in Senegal, reflects her vision of women as precious and unique.
SARAYAA’s collections represent a meld of traditional African aesthetics with contemporary design, featuring hand-woven loincloths from countries like Senegal, Burkina Faso, and Mali. Seck’s heritage—a blend of African and Western influences—resonates through her work, leading to original and sophisticated creations. The brand targets women who value elegance and timelessness.
Seck’s mission extends beyond design; she is set on elevating the profile of African craftsmanship in the global fashion industry. SARAYAA aims to introduce a depth and originality to the saturated market of contemporary fashion, emphasizing quality, craftsmanship, and distinctive prints that make each piece stand out.
Looking forward, SARAYAA is poised to expand its international presence. The brand is not only planning to make waves through fashion weeks around the world but also aims to engage consumers through private sales, offering a tangible and personal experience with the collections. With representation in multiple countries and upcoming ventures into the US market, SARAYAA seeks to conquer the world of fashion with its unique vision and quality African-made garments.