When Sarah Diouf launched Tongoro in Dakar in 2016, she dreamed of more than just fashion, she envisioned a cultural renaissance rooted in African craftsmanship.
Six years on, that ambition has taken flight. Tongoro is now a globally recognized luxury label, favored by Beyoncé, Naomi Campbell, Alicia Keys, and more, proof of its striking designs and deeper mission .
Born in Paris in 1988 to West and Central African parents and raised in Côte d’Ivoire, Diouf always felt a pull toward Africa. After earning her credentials in marketing and communication, she moved permanently to Dakar in 2016. Early on, she realized that local tailors were crafting amazing garments on street corners, so why not scale that talent into a luxury-ready brand?
Tongoro sources fabrics from local markets and employs tailors in Dakar, reinforcing ethical production and regional economic growth . Diouf explains, “if we can do [custom work] for one person, we can probably do it at a larger scale.” That vision has translated into high-end ready-to-wear and couture, with each collection reflecting distinctive prints, bold silhouettes, and celebration of African artisanship .
A seismic shift occurred in 2018 when Beyoncé donned Tongoro on vacation in Italy, marking the first of several high profile usages, and then again in the musical visual album Black Is King (2020), filmed on Disney+. Each appearance triggered exponential growth: sales tripled, global awareness skyrocketed, and Diouf gained the clout to expand operations.
Diouf has since committed to training tailors: in 2019 she employed seven in-house, planned to double that in five years, and aims to scale to 20–50 before building a full production unit . She states the long-term goal is “to create a new dynamic for Africa-based manufacturing and foster economic and social development of artisanal workers in West Africa”.
Today, Tongoro is a symbol of African elegance, ready-to-wear priced around €200 and a growing couture line embracing custom-made, cowrie shell‑embellished designs . Diouf’s roots and experiences inform each collection: “Africa on the move” is how she describes her aesthetic .
As Tongoro marks its 10th anniversary next year, Diouf reflects on resilience. She models her brand not just on sales, but legacy: “It’s easier to launch a business than to stay in business and grow,” she says . With Beyoncé’s continued patronage and a clear mission, to bolster “Made in Africa” fashion, Tongoro stands as a testament to African innovation, elegance, and economic empowerment.
