In an industry often driven by trends and dominated by Eurocentric ideals, Sarah Diof is crafting a counter-narrative—one stitch, one silhouette, one story at a time.
The Senegalese-Congolese designer and founder of the fashion label Tongoro has made it her mission not just to create clothes, but to reimagine the business of African fashion through sustainability, accessibility, and cultural pride.
Founded in 2016, Tongoro emerged from a need that Diof saw glaringly unaddressed: luxury African fashion that was made in Africa and priced for Africans.
“Why should owning a well-made, high-quality African garment be considered a luxury reserved for the West?” Diof once remarked in a panel discussion. Her answer was to build a brand that disrupted traditional production chains and put local talent front and center.
By sourcing materials on the continent and working exclusively with local tailors and artisans in Dakar, Tongoro not only keeps its supply chain authentically African—it invests in it. The brand is a blueprint of a sustainable African fashion ecosystem that benefits its people and preserves its heritage.
The global fashion industry took notice when Beyoncé donned Tongoro in her viral “Spirit” video for The Lion King: The Gift visual album. But for Diof, that was only the beginning.
In just a few years, Tongoro has become a go-to for international celebrities like Alicia Keys, Naomi Campbell, and Burna Boy, while still maintaining its African soul and democratic price point.
“It was important that African fashion be seen not as a novelty, but as a legitimate and desirable global voice,” Diof tells Forbes Africa. “We are not just consumers of global fashion—we are creators.”
Her designs—characterized by flowing fabrics, bold prints, and architectural cuts—are not only wearable but serve as cultural statements. They embody what she calls “Afro-optimism”—a belief in Africa’s ability to innovate, inspire, and lead.
Diof’s vision stretches far beyond commerce. She is an active advocate for redefining African fashion infrastructure—pushing for better education, more investment in fashion technology, and greater representation of African creatives on global platforms.
In 2020, she launched Tongoro Studio, a content creation arm designed to elevate storytelling in fashion while giving local creatives access to international-standard production tools.
It’s a move that reflects her holistic view of brand-building—not just about products, but platforms and people.
She is also vocal about the importance of data in fashion—a rarity in the African landscape. By leveraging consumer behavior insights, Diof is challenging assumptions about what African fashion consumers want, how they buy, and how to reach them.
With the global market for African fashion projected to surpass $31 billion by 2027, Diof’s work is more than timely—it’s foundational.
She belongs to a new generation of African entrepreneurs who are rejecting extractive models and building circular economies that enrich the continent.
In an era where “Made in Africa” is slowly becoming a badge of prestige, Diof’s Tongoro is both a pioneer and a proof point.
Her success is not just measured in sold-out collections, but in the inspiration she offers to the next wave of African designers and entrepreneurs.
“Fashion is not just about clothes,” she says. “It’s about culture. It’s about power. And most importantly, it’s about telling our stories—on our own terms.”
