Africa Now: African designers at Galeries Lafayette, Paris

The challenge

Capture an African designer where African fashion is rarely seen: on the floor of one of Paris’s most famous department stores, and in the rooms where its future is discussed.

Results

Photo and video coverage of ALGUEYE at the Africa Now pop-up, Galeries Lafayette Haussmann
Interviews and short video reels that tell the designer’s journey
The Africa Fashion Up 2025 talks and the working sessions around them, documented

How it started

I was in Paris on holiday. Then Fatou Dieng, CEO of YPS, reached out: some of the best fashion designers from Senegal and the rest of Africa had been invited to Galeries Lafayette for Africa Now, and ALGUEYE needed someone to tell his story while he was there. Was I around? I was. So we got to work.

At first I was just there for holidays.

The brief

Show ALGUEYE’s journey in Paris, from the inside. Not a catalogue: the designer himself, his collections on the floor of one of the city’s most famous department stores, and the conversations around African fashion that week.

One week in Paris

Interviews with the designer, to let him tell his own story
Short video reels for social media, cut for the way people watch today
Photos of the pop-up, the collections and the people who came to see them
The Africa Fashion Up 2025 talks, with HEC Paris and Istituto Marangoni, on how “Made in Africa” can become a competitive advantage

It lasted about a week, and it was a big moment in Paris: African designers, at the heart of Galeries Lafayette Haussmann.

Why it matters

African fashion is rarely seen in places like this. When it is, the story needs to be told well, by people who understand where it comes from. I’m grateful to YPS and Maket for the trust, and to ALGUEYE for letting me follow him that week.

What stayed

The art of the assist: what keeps going without me.

Photos and videos ALGUEYE can keep using to tell its story