september2014
41
t’s impossible to resist thecharmsof SierraLeone, or, as locals
call it, SweetSalone. The rhythmof organisedchaos, thespirited
conversationseasilymistaken for arguments,withexpressions like
“Eh, boh!”or “Whetin?!“, and thewarmembraceof thesun,
welcomeyou to thisbeautiful country.
Yet perhapsmost striking is thesenseof style that pervades
SierraLeone. SierraLeoneans love todresswell. Theydon’t let social
standingor economiccircumstance toget in thewayof impeccable
personal presentation.
“People inSierraLeone, likeour parentsandgrandparents,were
alwaysquite trendy,” saysMaryannKai Kai of Freetown-based ready-
to-wear labelMadamWokie. “A lot of SierraLeoneanswould return
fromabroadwearinghigh-end fashions,whicheventuallymadeothers
veryconsciousaboutwhat theywore.”
Kai Kai isoneof SierraLeone’sbrightest fashiondesigners.Withno
formal design trainingbut plentyof passionandcreativity, sheset up
MadamWokieafter graduating fromcollege in2009. “MadamWokie
is thenameofmygreat-grandaunt,” shesays. “ShewasaParamount
Chief ofBlamaMassaquoi andmet theQueenof England in 1961. I
wanted tohave thewhole familyhistory incorporated in thebrandname.”
Fromher Freetownatelier, Kai Kai createscollections that are
wearableand feminine, specialising insmart dresses in flattering
silhouettescut fromvividpatterned fabrics: thinkBettyDraper in
Africanprints. Thesedays, thebrandhasa loyal following that extends
to theEuropeanandAmericandiasporacommunitiesandbeyond,
and the label recentlyexpanded intoaccessories including jewellery,
shoesandbags.
MassahAdemu-John
meets threeverydifferent
SierraLeone fashion talentswho shareapassion for
theircountry’sstyleand itsheritagepatterned fabrics
I
Pa
Musa
Maryann
KaiKai
