Safietou Seck, a Senegalese fashion designer, has made it her mission to project the African culture through her fashion brand, SARAYAA. The brand is known for its high-end and luxurious designs that offer a wide range of clothing, accessories, and footwear. It combines traditional African craftsmanship with modern elegance. The brand fuses African handwoven fabrics from Senegal, Burkina Faso, and Mali with contemporary designs, creating garments that connect past and present.
The name SARAYAA symbolises the elegance and value of African women. It originates from a gold mining region in Senegal and reflects her vision of authenticity and empowerment rooted in her Senegalese heritage.
Safietou Seck’s journey began in Dakar, where she worked as an economist before following her passion for fashion. In 20214, during Michelle Obama’s visit to Senegal, a comment by the then-American first lady inspired her to launch SARAYAA.
More than just a label, SARAYAA promotes African craftsmanship and revives traditional textile practices. Seck works with local artisans, ensuring fair trade and preserving the ancient hand-weaving techniques passed down through generations.
By sourcing fabrics from local weavers and producing garments in Senegal, the fashion brand supports local economies and ensures that each piece is authentic. The clothing is made from rare fabrics like indigo and African handwoven cloth, giving each garment a unique quality.
The brand has gained international recognition, notably for its recent showcase at Paris Fashion Week in October 2024. This event highlighted Seck’s ability to bring African fashion to the global stage, blending traditional West African textiles with contemporary designs.
The collection’s success demonstrates SARAYAA’s growing influence and appeal, capturing the attention of a diverse international audience. Its participation in global fashion events, including Atlanta Fashion Week, has sealed its place in high-end fashion. The brand has also been featured in prestigious publications like Elle, Glamour, and Vogue.
Despite its success, Seck’s journey hasn’t been relatively easy. A major barrier she has struggled with is the lack of financial support for African designers. The continent’s creative industry is largely underfunded.
Most of the time, Safietou Seck battles depression during critical growth periods at her company. However, fashion became a medium for healing and empowerment, channelling her creativity to overcome personal struggles.
What sets it apart is its emphasis on authenticity and self-expression. The brand aims to create a ‘safe space’ for women to embrace their individuality and feel empowered through clothing. Its limited-edition pieces and customisation options ensure that each garment reflects the wearer’s uniqueness.
Safietou Seck envisions SARAYAA becoming a global reference for high-end African fashion while continuing to promote African textile traditions. She aims to position African fashion internationally, proving that the continent’s creativity and cultural richness are prominent in the fashion world.
SARAYAA is more than a fashion brand; it is a movement celebrating African culture and empowering women. Seck redefines African fashion through her designs, making it relevant and timeless.
