Brocade in the desert

Runway Dakar: The most beautiful catwalk in the world

Runway Dakar: The most beautiful catwalk in the world

December saw the launch of the new "Runway Dakar" campaign, in which our brocade meets the beauty and liveliness of West Africa. It follows "the most beautiful runway in the world" from Morocco to Western Sahara, Mauritania, Mali, Nigeria and Senegal.

For over 40 years, we have been connected with West Africa through our brocade. Years in which friendships were formed, in which we were allowed to get to know the beauty of the West African landscapes and experience the culture. Join us on a journey where our brocade meets the beauty and liveliness of these countries.

The campaign is based on the "Dakar Rally", the most important long-distance and desert rally in the world.  Over 45 years ago, racing driver Thierry Sabine got lost in the desert during a rally - and fell in love with the landscape. In order to share this fascination with as many people as possible, he founded the "Dakar Rally" in 1978. The event covered over 10,000 kilometres through the beautiful African landscape - from Paris to Dakar.

"For me, 'Runway Dakar' is a fashionable journey through countries that I visit regularly and whose numerous cultural treasures we want to emphasise in this way," explains Tobias König, Head of the Africa business unit. A fashionable homage to the country and its culture.

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