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Table of Contents
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Vlisco Launches New Phase of “Icons Last Forever” Campaign
Vlisco, the renowned Dutch textile house celebrated for its vibrant and culturally significant prints, has unveiled the latest chapter of its acclaimed “Icons Last Forever” campaign. This edition spotlights a creative partnership between acclaimed fashion designer and Tongoro founder Sarah Diouf and esteemed photographer and visual storyteller Trevor Stuurman. Together, they pay homage to the legendary Malian portraitist Seydou Keïta (1921-2001), whose photographic oeuvre remains a foundational pillar of African visual culture.
Celebrating an Enduring Artistic Legacy
From the 1940s through the 1960s, Seydou Keïta revolutionized portraiture by elevating everyday moments into powerful symbols of identity and dignity. His iconic images often featured Vlisco textiles, which became emblematic of cultural pride and self-expression across West Africa. Today, Keïta’s innovative approach continues to inspire contemporary African creatives like Diouf and Stuurman, who reinterpret his visual language through modern mediums including fashion, photography, and film within the Icons Last Forever initiative.
“Vlisco has consistently been a nexus where design, color, and storytelling converge,” states Perry Oosting, CEO of Vlisco Group. “With Icons Last Forever, we honor the blend of tradition and innovation, creating imagery that embodies identity, pride, and the limitless power of creativity.”
Connecting Generations via Artistic Expression
Set within the culturally rich environment of the Alliance Française de Kaolack in Senegal-a site honored with the Aga Khan Award for Architecture-Sarah Diouf and Trevor Stuurman reinterpret the visual motifs pioneered by Seydou Keïta through a contemporary lens.
Diouf meticulously designed each garment, merging traditional West African silhouettes with modern design sensibilities, all showcased through the vibrant patterns of Vlisco’s latest fabric collection.
“My discovery of Seydou Keïta’s work in the early 2000s felt like uncovering a new rhythm and vitality,” Diouf reflects.
Behind the lens, Stuurman brings his distinctive style-an evocative celebration of African identity, culture, and self-expression. Renowned for his immersive storytelling, he breathes new life into Keïta’s timeless imagery with a fresh, dynamic perspective.
“Africa is no longer a continent waiting to be discovered; we are now leading the narrative,” Stuurman emphasizes.
Vlisco’s Modern Design Ethos and Color Story
For both Diouf and Stuurman, this collaboration is a heartfelt tribute to their heritage. Raised amidst Vlisco’s iconic textiles, the Icons Last Forever campaign symbolizes a creative homecoming that bridges historical craftsmanship with contemporary innovation. The fabrics featured are sourced from Vlisco’s newest collection, which continues the brand’s legacy of marrying traditional artistry with modern aesthetics.
“Vlisco communicates a universal language that resonates with Africans everywhere,” Diouf notes.
“Every print tells a unique story for its wearer,” adds Stuurman.
Vlisco: A Rich History of Textile Artistry and Cultural Identity
Founded in 1846 in the Netherlands, Vlisco has become synonymous with distinctive printed textiles inspired by traditional Indonesian wax-resist dyeing techniques. Over nearly two centuries, the brand has produced over 350,000 original fabric designs, many of which have evolved into cultural icons embraced by women throughout West and Central Africa. Today, Vlisco remains a beacon of bold colors, intricate patterns, and storytelling fabrics that celebrate identity and cross-cultural creativity.
Sarah Diouf: Driving African Fashion Forward
Senegalese fashion entrepreneur and creative visionary Sarah Diouf is the founder of Tongoro Studio, a womenswear label proudly crafted on African soil. Diouf’s designs celebrate contemporary African forms while seamlessly integrating tradition with innovation and global appeal. Her mission centers on elevating African craftsmanship and reshaping narratives around African identity and self-expression on the world stage.
Trevor Stuurman: Shaping African Visual Culture
Trevor Stuurman, a South African photographer and visual artist, has redefined the portrayal of African identity through his compelling portraits and fashion imagery. Rooted deeply in African heritage yet influenced by global aesthetics, Stuurman’s work fuses storytelling with style, producing visuals that are both culturally resonant and artistically captivating.
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