When the terms entrepreneurship, fashion and Africa are mentioned, the name Adama Paris comes to mind. Born Adama Amande Ndiaye, this Senegalese entrepreneur is an emblematic figure of African fashion. A stylist, businesswoman and event producer, Adama wears many hats and is renowned both in Africa and internationally. What is her background? What can we learn from the story of the woman who campaigns for the socio-economic empowerment of African designers? We tell you more in this Fanaka story.
From Adama Ndiaye, future banker, to Adama Paris, goddess of Black Fashion Week
In 1977, Adama Amande Ndiaye was born in Kinshasa, Democratic Republic of Congo, to Senegalese parents. As the daughter of a diplomat, her father's duties allowed her to live in several countries, from which she draws her various personal and professional influences.
She spent her teenage years all over the place: Germany, Belgium, Ivory Coast, Dakar, .... Her schooling took her to the four corners of the world, as her family moved around. She obtained her degree in economics in Nantes, where she began her career as a banker. But this career was short-lived. Indeed, the fashion bug that had bitten her at the age of 9 during an Yves Saint Laurent fashion show she attended with her mother had never left her. She then decided to give free rein to her first passions and began her professional reconversion in this sector, far from her basic training.
Determined and determined to become a recognised professional in her new career choice, Adama Ndiaye took sewing and modelling classes in the French capital, and found her first internship in the workshop of a Lebanese woman in Saint Germain. With her, she learned the rudiments of the trade.
Over the years, the apprentice seamstress worked tirelessly, seizing opportunities and multiplying experiences: sewing, styling, model making, everything went through it. And one fine day, in 2001, it all clicked! The young woman, barely 24 years old and sure of her abilities, answered the call of entrepreneurship and decided to fly under her own brand. Accompanied by her sister, she went to the National Institute of Industrial Property to register her newborn. And of course she had to find a name for it. Her sister suggested "Adama Paris", the nickname she had been given to distinguish her from another Adama. And so the Adama Paris brand was born! It was the first of many successful brands and businesses.
Large-scale events to promote African talent
Once her brand was launched, the entrepreneur made her own way. Timidly at first, before being launched by Who's NextAdama Paris is an international trade show that has been presenting new collections of ready-to-wear brands to fashion professionals since 1994. The creations of Adama Paris seduce the public. This enabled him to record more than a hundred orders, " which was huge at the time "she says. This is the beginning of the consecration.
The young designer is beginning to make a name for herself in the best selective fashion in France, but also in Africa. She started to manufacture in Morocco and had the idea of parading her creations in her native country, Senegal. But she soon realised that there was no Fashion Week in Dakar. She decided to remedy this and in 2003 created the mythical Dakar Fashion Weekthe must-attend event for African fashion, during which various designers and a wide range of artists are honoured. inclusive and eco-friendly fashion. As soon as this event became emblematic, interest in the entrepreneur's expertise grew very quickly and requests for consultancy services soon followed: Gambia, Mali, Angola, Ivory Coast, etc. There has also been a growth in the number of buyers for her creations. They come from African countries, but not only. Some come from London or Paris, which shows that the market is not limited to the African continent.
And that's not all. The promoter of Afro creativity also has to her credit, in addition to the Afrika Fashion Awards (now the African Fashion Trophies), Adama Paris Fashion Events in 2010, then Black Fashion Xperiencecreated two years later. The first is a structure that aims to find funding and venues for fashion events by African designers and to develop black fashion in several world capitals, while the second highlights talents from different backgrounds and offers fashion for all. It is a showcase of fashion inspired by black culture, just like Black Music.
The entrepreneur who has conquered Africa is still a little frustrated at not being able to parade in France. She decided to organise a fashion week, which she called Black Fashion Week. The objective is to make contemporary black creation known beyond the African borders. She solicited major brands to accompany her in this new adventure. They suggested that she change the name to Africa Fashion Week, in order to obtain sponsorship. She categorically refused.
By dint of perseverance and self-sacrifice, Adama Paris finally realised her fashion show, in a great venue in Paris opposite Chanel worthy of hosting this unique event, which will see a fashion show of haute-couture clothes by black designers, from Africa and elsewhere, for 3 days, from 5 to 7 October 2012. Other major cities quickly followed to host Black Fashion Week: Montreal, Baya, Prague... Nothing could hold back the Papesse des Black Fashion Weeks any longer.
Fashion Africa Channel and Saargale by the tireless serial entrepreneur
In 2014, the event producer founded Fashion Africa ChannelThe first African television channel 100% mode is available on Canal + packages. The channel, which is accessible in 42 countries including 12 in Europe and 13 in America, aims to promote all these African fashion weeks. It also puts the spotlight on those designers from the continent and the diaspora who did not have their own specific television channel. The entrepreneur thus continues to promote fashion from the continent in all its diversity throughout the world. Together with her teams, she is educating people about the African continent and its talents. Thanks to this showcase, it promotes the made in Africa and shows the world that Africa also produces luxury.
Also in 2014, the serial entrepreneur was ranked among the 10 most influential personalities in Africa by RFI. Then, a year later, in 2015, she was named one of the Top 50 most powerful women in Africa. A few years later, the woman who advocates multiculturalism and yet is criticised in France for "communitarianism" threw herself heart and soul into a new project: Saargale (to pay tribute in Wolof, the most widely spoken language in Senegal). In 2019, the project is born and the one who supports women's entrepreneurship and empowerment pays tribute to its continent in this concept store on Avenue Daumesnil in Paris.
You can find furniture, clothes, beauty products and good coffee "Made In Africa Made by Africans. Saargale pays tribute to all those who manufacture in Africa, regardless of colour. "I just wanted this value chain to finally come back to Africa: fashion, furniture, recovery. underlines the founder. Exclusively designed for ethical and chic fashion, this space is entirely dedicated to the continent's designers and offers exceptional pieces for sale to the Parisian public and visitors.
In October 2022, the woman whose creations are worn by the singer Beyoncé or the Spanish actress Rossy de Palma is listed among the 500 personalities belonging to the very selective circle of fashion by The Business of Fashionthe most influential digital media in the sector.
Despite her successful business portfolio, Adama Amande Ndiaye still dreams big for Africa. She wants a strong textile industry in Dakar, but above all, she wants to promote and continue selling responsible African fashion, while preserving real African fabrics.
