SENEGALESE, CONGOLESE AND CENTRAL AFRICAN
Sarah Diouf is the director of Ifren media group, an African media company producing content for global audiences. Her creative house currently holds two magazines; NOIR and GHUBAR alongside a production agency. She is also the creative director and designer of Tongoro studio, an affordable online retail brand which is 100% sourced and made in Africa.
Sarah started her first venture in 2009 when she launched GHUBAR, a digital publication crossing African & Arabic influences through fashion, arts & culture. Born in Paris, raised in Abidjan she graduated with a master in Marketing and communication in 2011, the same year she won a UK Cosmopolitan Fashion Award and landed collaborations with luxury brands interested in her magazine.
After gaining a lot of experience and knowledge in the European fashion landscape, her cultural heritage and opportunities within the fashion landscape in Africa sparked new dreams. The business savvy creative discovered a gap in the African fashion marketplace after paying attention to the success of global retailers such as Asos – and moved to Senegal to launch the online retailer Tongoro studio in 2016, a 100% made in Africa brand offering global fashion at affordable prices. Besides her goal was to invest in her company Ifrenmedia group, a media house delivering the same quality as Western publications to compete on a global level while keeping it the African way. Her then growing expertise in fashion branding, photography, styling and writing forged NOIR, an african fashion and lifestyle magazine for global women of color.
Diouf is missioned to rethink the fashion landscape in Africa from production to media, pushing African businesses that can gain succes on an international landscape. Sarah’s unique understanding and appreciation of the digital era, combined with her contemporary image of the continent and good set of business skills has created a compelling new narrative for global fashion from Africa.
“Our critics barely know the difference between a stylist, a designer and a [fashion] entrepreneur (...) Not that I fit or want to belong to any of these categories — to me, it is and will always remain a business. And a business has to grow and generate income”