It’s impossible to talk about the past decade of African fashion without thinking of Tongoro. Founded in Dakar by multi-hyphenate creative director Sarah Diouf, the Senegalese label has, in just 10 years, grown into a global force whose influence extends far beyond the continent. Blending culture with contemporary elegance, Tongoro has built a global fan base ranging from supermodel and actress Iman to musical superstars such as Burna Boy and Kelly Rowland. A number of these celebrity appearances in Tongoro have resulted in memorable pop culture moments.
2026 is a big year for the brand. To celebrate its 10th anniversary, Tongoro introduces an exclusive heritage capsule collection, the first in a series of upcoming celebratory collaborations and projects. Teaming up with Vlisco, the Dutch textile company known for popularising Indonesian batik and wax print in West Africa, the collection features sleek shirts for men and women in the brand’s signature black-and-white patterns. Vlisco also printed and produced the capsule collection, adding its Speedbird motif into the designs.
“I have a particular affection for the Speedbird,” Sarah reveals in her press notes. “Growing up in Abidjan, we used to call it Air Afrique, where both my parents used to work. The symbolism behind taking flight resonates deeply, and even more today as I look back at the journey I embarked on with Tongoro 10 years ago,” she explains, reflecting on the significance of the bird print.
Sarah’s career has been marked by challenging conventions around made-in-Africa design, setting new standards for building sustainable fashion businesses on the continent, and carving her own path. Sarah doesn’t follow trends or the fashion calendar of releasing new collections multiple times a year. Instead, she launches new products periodically, at a much slower pace.
As a brand, Tongoro has shifted the modern African fashion brand playbook. Sarah’s sharp perspective blends commerce with powerful visual storytelling, photography, and culture to create a world that transcends style. It’s about bringing fresh ideas to the industry while building something that will live for generations.
For Sarah, however, this is just the beginning. “I like to think of my brand and my business as a child. And at 10 years old, we still have a long way to go,” she told me.
Visit tongoro.com for more.
