Afro dandies

WORDS Malibongwe Tyilo

The latest ad from Guiness UK is causing quite the buzz on the interwebz. The reason? It stars the über stylishly dressed Sapeurs. Malibongwe Tyilo gives us the lowdown.

The Congo’s modern dandies who are known for their bold, bright and impeccable style, the Sapeurs are members of a subculture known as the SAPE, an acronym for Societé des Ambianceurs et des Personnes Élégantes – Society of Tastemakers and Elegant People.

Mainly based in Brazzaville and Kinshasa, but with members beyond, these men often live in shantytowns that are a stark contrast to their swanky threads that elevate dressing to an art form. The roots of the movement can be traced back to the late 70s, but it bloomed in the 80s – it is often reminiscent of the late 80s documentary Paris is Burning, which covered New York’s innercity ballroom scene. However, their dress is primarily European, their mecca is Paris – a few of them eventually make the pilgrimage and many were also readers of Paris-based magazines such as Jeune Afrique and Africa Elite.

Over the past few decades the Sapeurs have been occasionally covered by different publications. Photographer Daniele Tamagni’s book Gentlemen of Bacongo, which was published in 2009, however, went a long way towards introducing the look of the Sapeurs to the world. In 2012, Beyoncé’s baby sister Solange Knowles also shot a music video in Cape Town’s Langa township featuring Sapeurs that have immigrated to South Africa.

Fast forward to 2014, the Guiness ad set in Brazzaville, although also shot in South Africa, follows the men from their labour-intensive jobs – lifting, carrying, sweating –through to their homes where they change into their bowler hats, tailored suits and kilts. A narrator reminds us that “in life, you cannot always choose what you do, but you can choose who you are.”

It is part of Guiness’s “Made of More” campaign that showcases inspirational people from across the globe. The ad celebrates the men’s moral code, where style and attitude speaks volumes beyond one’s occupation and wealth, and in the process remind us of the same. 

If you love living in Africa as much as we do, make sure to get the new WILD DESIGN issue of VISI, an official World Design Capital 2014 project.