The fashion industry, especially in the realm of African fashion, has seen a resurgence in recent years, blending traditional designs with contemporary styles to create unique and authentic pieces. SARAYAA, a brand named after a gold production region in Senegal, exemplifies this blend, celebrating African heritage through fashion.

Today, we have the pleasure of introducing Safietou Seck, the visionary behind SARAYAA. Founded in October 2014, SARAYAA reflects Safietou's Senegalese heritage and her passion for blending African and Western cultures into elegant and rich fashion pieces.

1. Can you share with us the story behind SARAYAA and what inspired you to start this journey?

I am Safiétou Seck and I was Born in Dakar, Senegal. I obtained my Bachelor of Arts in Economics from Spelman College in Atlanta and my MBA from American University in Washington DC.

I have always had a deep love and passion for fashion but I grew up in a context where creative industries have no support for their development. The lack of funds is the major hurdle to grow and sustain the industry. Both governments and the private sector do not consider this industry a priority. Moreover, in a context of my country and most African countries, being a designer is not considered a “real job”.

Even though my determination and passion for fashion stayed firm, I decided to be an economist, a more “accepted” position. I realized later on that this choice ended-up being a good addition to my future fashion designer career.

My economic training landed me a job at the American Embassy in Dakar where I worked 7 years. The trigger that made me leave my economic job was when president Obama and Michele Obama visited Senegal in 2013. Indeed, I was approached by one of Mrs. Obama’s assistant who told me that the first lady would have love the dress that I was wearing. That is when I realized that it was time to pursue my passion. In November 2014, I left the embassy and founded SARAYAA right after.

2. How do you think your Senegalese heritage and background influenced your designs?

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.

Also, I am a fabric lover and I am very fond of African hand-woven fabrics. Fabrics often inspire my designs; that is why hand-woven fabrics are present in most of my designs.

My style and designs are also inspired by the fact that I am the daughter of a General. My resilience, strength and determination was drawn from the admiration I have for my father, General Mamadou Mansour Seck. He is Senegal’s former General Chief of Staff of the Armed Forces. He also served as Ambassador to the United States for 9 years.

My father is the first Senegalese admitted to the very prestigious French military Saint-Cyr Academy (equivalent to West Point I the US) and the first graduate of many other French Superior Air Academy (École de l’Air, École Supérieure de Guerre Aérienne etc.) hence its nickname “Number One”. In 1991, He, along with 500 Senegalese soldiers participated at the First Gulf War (“Desert Storm”) where he met his peer General Colin Powell.

I have always been determined to follow my father’s footsteps by being the best in my field and by becoming a pioneer in bringing African Fashion where it has never been before. My influence is felt in my designs. For example, I created a “power jacket” named Ceddo (meaning Warrior in Wolof, my local language). It is an officer jacket made with a combination of handwoven fabric and jeans. To me, that jacket gives a dynamic statement of strength and sophistication that speaks to the modern lady. It reflects the essence of contemporary femininity. The Ceddo Jacket was featured in Bazaar Magazine (China) May 2024.

3. SARAYAA's mission is to blend traditional African designs with a contemporary aesthetic. How do you approach this fusion in your creative process?

My aesthetic for SARAYAA evokes my blended background of African and western culture and my love for original associations especially the ones made with traditional and modern fabrics. This mix is very strong in SARAYAA’s identity.

I had a lot of gaps in my wardrobe and have always been looking for just the right pieces to fill them, but I felt that every time I went shopping, everything bored me to death! Everything we see nowadays is boxy, shapeless not form-fitting, not inspiring, just bland, repetitive and very basic. And I am realizing that millions of women fell the same.

My frustrations also lay in the fact that Africa is not represented enough in the world of fashion. I also believe that African traditional fabrics can add what is missing in today’s fashion. African and Senegal traditional handwoven fabrics are thousands of years old. They are the outcome of a wondrous intermeshing between 2 sets of threads that are forging into a fabric using hand-driven looms. It is part of Senegal’s rich tradition. That is why I am confident that Africa has a lot to offer in that sense.

African textiles are more than bright colours and geometric shapes. Historically and until this day, they were used as a medium of communication in most African countries. They convey feelings, wisdom, and status. They are a medium of expression. And a way of telling a story.

4. What role do you think fashion plays in promoting mental health and self-love?

In my journey with depression, when I was in my lowest in 2028, 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.

5. Your brand promotes authenticity and creativity. How do these values translate into your designs and your brand's philosophy?

My aim is not necessarily to design fashion, but rather to design authenticity. I believe that when you are authentic you become unique and when you are unique, you become irreplaceable.

In today's rapidly changing world, the concept of independence for women has gained immense significance. Women are breaking barriers, challenging expectations, and crafting their paths toward independence. My vision is also to create a brand that will make women feel independent, feminine, unique, empowered, confident and unapologetically themselves.

SARAYAA is a brand that is designed to give women character and an energetic and strong appearance. SARAYAA wants to show that being a woman is power enough. And that they can radiate authority in the most feminine set of clothes and take ownership through feminine attributes. Even though the brand claims the hyper-femininity of women, it also emulates power, boldness, confidence and independence. I believe that the use handwoven fabric intensities that because the details make each piece unique and innovative.

6. Could you tell us about a significant challenge you've faced in your career, and how did you overcome it?

I have 2 challenges in my journey with SARAYAA: The first one is mental health: Indeed, in 2018 my worse depression happened in the most important period of SARAYAA’s journey. I was sick at a moment when SARAYAA needed me the most. I was mentally and physically sick. But then, I understood one thing: It is not what happen to you that is the most important, it is what you make of it”. I realized that my depression had a positive impact on my creativity and that became a wake-up call. My healing process started right then. SARAYAA became my remedy.

For me, SARAYAA is more than a clothing brand. It was created out passion, love, frustration, and pain. It is now a tool I am using for myself and it has now become a shared safe space for women. A space where they can feel unique, love and be unapologetically themselves. As a result of this, the concept of SARAYAA Safe Space (SSS) was created an I invite women to be part of it.

My second is not having the means to build SARAYAA: Indeed, as mentioned in the beginning, the biggest obstacle to African fashion is financial. African designers lack the resources they need to build their brand and SARAYAA is no exception. But this has not prevented SARAYAA to reach major milestones with the help of our determination, resilience and belief in the potential of the brand. This has led to SARAYAA participating at the Paris and NY fashion week and being featured in Elle, Glamour, VOGUE and BAZAAR magazines.