The Language of Fashion: The Fashion Industry in Dakar

Olivia Aminatta Jobe ’21

Sociology, Africana Studies
Faculty Sponsor: Rory Turner


The purpose of this study was to explore the fashion industry in Dakar and what that entailed in respect to Senegal’s colonial past. Fashion is defined by the materialistic and western characteristics that it is prescribed to exist in. Fashion in Dakar takes on a personal and mundane existence that seems to be more realistic in its purpose. This research gives a non-western perspective on redefining fashion and is presented through visuals and film. Africa would never be perceived to produce such luxury or creatively stimulating imagery such as fashion when you have Europe dominating the narrative. This research challenges the notion of who can take ownership of something we all participate in globally.