Adama Amanda Ndiaye, the driving force behind Adama Paris, recently prepared for another instalment of her brainchild, Dakar Fashion Week. The anticipation surrounding the event was palpable as she discussed its impact and evolution.
Ndiaye’s journey began in 2002, upon her return to Senegal after launching her label. Faced with a lack of platforms for showcasing local talent, she envisioned a transformative event. Dakar Fashion Week was born from this desire, aiming to elevate her own brand while simultaneously providing a stage for emerging Senegalese and international designers.
The event has since become a cornerstone of the African fashion landscape, drawing thousands of enthusiasts annually and showcasing designers from across Africa, Europe, and Asia. Its influence extends beyond fashion, revitalizing Senegal and attracting visitors attending events like the Dakar Biennale. The latest edition, themed “fashion is art” in conjunction with the Biennale, featured 11 designers, with highlights including Romzy’s traditional raffia and mask ensemble, Jeunes Createurs’ regal collection, and Maison Kantys’ all-white presentation.
Ndiaye’s path to fashion was not linear. Despite an early passion ignited at a Saint Laurent show, she initially pursued economics and a career in banking, bowing to her father’s wishes. However, her true calling persisted, leading her to establish Adama Paris in 2002. The early days were a mix of excitement and the challenges of a novice navigating the industry.
Adama Paris has since evolved into a respected womenswear label, known for blending feminine modesty and sensuality. The brand frequently reimagines classic Senegalese garments—bubu dresses, maxi skirts, and jumpsuits—with contemporary flair, incorporating bold embroideries and vibrant West African prints.
Beyond her label, Ndiaye’s entrepreneurial spirit has driven her to create numerous initiatives. In 2010, she founded Black Fashion Week, expanding its reach across Europe and Asia. 2014 saw the launch of Fashion Africa TV, the continent’s first dedicated fashion television channel, and Saargale, a multi-brand retail space. These ventures reflect her determination to create opportunities where none existed.
The 2022 Chanel Métiers d’Art show in Dakar, which Ndiaye produced, marked a significant moment. As the first European luxury brand to present in sub-Saharan Africa, the event put a spotlight on Senegalese talent. For Ndiaye, ensuring local participation was paramount.
Ndiaye credits the vibrant African fashion scene and the dedication of its creatives for Dakar Fashion Week’s ongoing success. She believes African designers have surpassed expectations, establishing themselves as a force in the global fashion industry, and dispelling previous doubts about their competitiveness and accessibility.
