Narrated through the eyes of founder and designer of Tongoro Studio, Sarah Diouf, “Made In Africa” is a captivating documentary filled with monumental events and wisdom of how the brand has become one of the most successful to emerge from Africa. The authentic African story captures how designers are reshaping the fashion industry on a global scale. “Made In Africa” features a variety of famous artists such as Tiwa Savage, Alicia Keys, Burna boy, supermodels Iman and Naiomi Cambell, and award-winning musician Beyonce Knowles – who wore pieces from the designer in the video for ‘Spirit’ that was featured in the film “The Lion King”. With an endorsement from the older Knowles sister, Tongoro garnered recognition from across the world, catapulting the brand to international stardom.
Craftsmanship is the very foundation of my brand because it’s about skill and people. I think it’s something very noble, something that we should cherish and protect. It’s a cornerstone of our history. I believe there is as much value in the work of all those men here on the streets than in any European couturier or leather workhouses. It’s up to us to acknowledge that and show the rest of the world.
Sarah Diouf, “Made In Africa” (2020)
Traveling to and from different countries, the designer takes viewers through the layered process of weaving together a captivating fashion show and what happens behind the scenes of photoshoot productions. Diouf’s wanderlust is credited for activating her creativity, as the more she travels the more she finds inspiration and learns about cultural differences within Africa. These experiences are then translated into each and every design she crafts for Tongoro each season. Over the years, she has managed to showcase her collection through pop-ups, so that people can shop and get to experience the entire collection intimately. Her stores are currently located in Paris, Abidjan, and New York. It is safe to say that Diouf undeniably leaves her footprint in every room she enters, which creates more space for African designers to be disruptive.
In “Made In Africa,” Diouf offers words of wisdom for upcoming designers and creatives based on her wealth of knowledge and experience.
We cannot always google what we are trying to build, there are definitely some templates that are meant for us to create.
Sarah Diouf, “Made In Africa,” 2020.
She has managed to create her own template, leaving us all in anticipation of the brand’s evolution. More recently, Tonogoro released a digital magazine for its latest collection along with a virtual fashion show (after Hanifa‘s successful presentation). The designer also shares some behind-the-scenes footage of her campaign that will launch on Africa Day, which also happens to be Tongoro’s fourth anniversary.
The Anniversary collection is a special milestone for the brand, as it highlights the powerful impact Sarah and her team have made in the short span of time since opening its doors. The power of collaboration has largely contributed to Tonogoro’s growing success and presence as a leader of African design and innovation. In the film, the viewers bare witness how diverse and culturally progressive the brand has become. An insightful peek at the future of African design.
Watch “Made In Africa” online at Tongoro.com.