Sirani’s Fashion “Staying true to African fashion”

1. Tell me a bit about your brand?

Based in Toronto, Canada, Sirani’s Fashion was established in 2017 by Fatim Sylla.

Fatim Sylla traces her love for African fashion back to her childhood when she used to vacation on the Ivory Coast. With the expansion of Africa globally, Fatim Sylla saw an opportunity to bring a part of her culture to Toronto by designing her own collection inspired by African prints and occidental designs. From then, Fatim Sylla started her journey collaborating with tailors in Africa and Toronto to bring the 1st Sirani’s Fashion collection to life.

Sirani’s Fashion’s mission is to bring African fashion into every home in Canada and beyond. With a worldwide customer base, Fatim continues to expand her product offering.

Sirani’s Fashion core values are:

Authenticity: Staying true to African fashion

Versatility: Collection that offers diverse styling options for diverse styling needs

Diversity: From casual to high fashion offerings

2. What’s the story behind this collection? Who/ what inspired it?

This collection is very different from what I did previously. I have used fabrics from my country that are very traditional African designs called bogolan (mud cloth). This has been very popular in France lately and I wanted to bring this to North America. The earthy tones resonate really well with my audience. I also love statement pieces and I can say that every single piece of my collection is statement pieces, as well as pieces of jewelry.

3. What role do you think social media plays in fashion today?

I think it’s by far the number one media channel for fashion nowadays. There is so much you can do to showcase your collection. Between the photos and the videos. It’s probably the most efficient way to reach people at a reasonable cost. With more and more social media platforms becoming available such as Tik Tok, it will be hard to avoid social media.

4. Way to reach the showcase of a fashion designer?

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