In the vibrant world of fashion, where creativity meets cultural expression, one brand stands out as a beacon of authenticity and resilience – SARAYAA. Founded by Safietou Seck, this label has captivated the hearts and minds of fashion enthusiasts worldwide, offering a unique blend of traditional African craftsmanship and contemporary design.

The fashion industry has long been a canvas for self-expression, where individuals can embrace their individuality and celebrate their stories. SARAYAA takes this concept to a whole new level, interweaving threads of personal growth, self-love, and healing into every stitch.

Today, we are honored to introduce you to the visionary behind this remarkable brand, Safietou Seck. Through this feature interview, we aim to unravel the depths of her creative journey, exploring the intricate tapestry of her life experiences that have shaped SARAYAA into a powerful force in the world of fashion.

1. SARAYAA is described as your "therapy." Can you share with us the story behind this profound connection between fashion and personal healing?

In my journey with depression, when I was in my lowest, my creativity was at its highest peak. I created my best pieces when I was in the darkest period of depression. That is when I realised that art/fashion allows you to express emotions in a way other than words. Art allows you to understand yourself better. It improves your mood because it stimulates your imagination, deepens your passions, dreams, and strengths without pressure or judgment from others. As a result, it boosts your self-esteem and allows a sense of accomplishment.

My art allowed me to have coping skills and taught me how to self-sooth. It gave me the freedom to express my feelings and process complex emotions that language cannot translate.

2. Your brand draws inspiration from traditional african craftsmanship while incorporating contemporary elements. How do you strike a balance between honoring cultural heritage and embracing modernity?

My Senegalese background definitely influenced my designs. Senegal is a fashion destination and Dakar is known to have a craftsmanship and tailoring culture. This makes that city a unique African fashion capital.

My esthetic for SARAYAA evokes my blended background of African and western culture and my love of original associations especially the one made with traditional and modern fabrics. This mix is very strong in SARAYAA’s identity. I am a fabric lover and I am very fond of African hand-woven fabrics.

By my cultural heritage, my ambition is not only to pay homage to the past but also breathe new life into traditional artistic expressions. The fusion of old and new resonates with authenticity and originality. Rather than simply replicating traditional garments or styles, I am trying to reinterpret the old in fresh and innovative ways. This approach not only preserves the heritage and craftsmanship but also gives them new life in today’s fashion landscape. I am looking for a perfect balance of tradition and modernity which helps me to appeal to a diverse audience who appreciate the authenticity and storytelling behind each garment.

In my technique, flexibility is key. I mix traditional and modern fabrics for suitable daily wear. I am trying to balance both world in order to ensures timeless appeal, to embrace evolution, adapt to different contexts, to be versatile, to balance tradition and innovation and to give myself endless possibilities while respecting heritage. The coexistence of cultural preservation and modernisation can be mutually enriching.

3. As a designer, what is the significance of using rare and hard-to-find fabrics, such as African hand-woven cloth and indigo, in your collections?

Globalization has undeniably impacted the fashion industry, including traditional fabrics. With the rise of fast fashion and mass production, traditional textiles are increasingly at risk of being overshadowed by more globalized trends. As a result, it is paramount to find ways to preserve our heritage.

Weavers possess centuries-old knowledge of sustainable and eco-friendly practices and nowadays, traditional fabrics are becoming extremely rare and hard to find. At SARAYAA, we like to partner with indigenous weavers like the Manjak community to create collections that are not only respectful of traditional designs but also provide economic benefits to them. This means not only that those artisans are properly credited but also that their crafts is sustained and their communities empowered.

It is worth mentioning that the rarity of the fabrics we use make our brand very exclusive which is what she is meant to be.

4. SARAYAA aspires to establish itself as an international label while preserving the centuries-old tradition of hand-weaving. How do you envision achieving this balance between global reach and local artisanship?

The strength of our brand lays in the use of handwoven fabrics. Therefore, we need to be in an environment that guarantees the sustainability of the handloom industry. Although the latter depends a lot from our government will, we also as designers have a big role to play.

To achieve this we will:

• Do effective marketing and promotion strategies in order to raise awareness about the significance of handloom. This is essential for its revival. We have organized exhibitions, fairs, and fashion shows to attract consumers.
• Share the knowledge and skills of handwoven fabrics to the younger generation to raise interest in that know-how and educating weavers about modern trends and designs
• Encourage design innovation by creating contemporary design. This will make handloom products more appealing to a wider audience.

We also ambition to have our own handwoven fabric production facility in order to be more independent in the supply chain.

5. Can you share some insights into the ethical practices you have implemented at SARAYAA, particularly in supporting local communities and ensuring fair trade for weavers?

We are living in an era where sustainability has become an essential part of our daily lives and we are constantly searching for ways to make ethical and responsible choices in our everyday lives.

By opting for handwoven fabrics, we can reduce our impact on the environment and promote a more sustainable fashion industry. Hand-woven fabrics are eco-friendly because they reduce the carbon footprint and water usage associated with textile production. Indeed, handwoven fabrics are made using manual looms, requiring no electricity or harmful chemicals

Another environment friendly techniques we use is that we have a zero-waist strategy with our scrap fabric or unsold inventory. Scrap fabric is our one top textile recycling and reusable resource. We re-use leftovers for patchwork production and we use unsold inventory and make them into new collections.

6. As a creative visionary, what inspires you to continuously push boundaries and challenge trends in the fashion industry?

What drives me is passion, love and determination. What also motivates me is that Africa potential in the fashion world has yet to be unleashed. I want SARAYAA to contribute for that to happen.