Baptiste Lingoungou, founder of the “La Mode Européenne” chain of solidarity boutiques, is revolutionizing the world of textiles in Africa. Since 2019, his association has been fighting textile waste by collecting clothing, shoes, bags, and fashion accessories in France from individuals and brands. These collected products are then redistributed through a network of solidarity boutiques, currently present in Congo and Cape Verde. In addition to redistributing these items, Baptiste also seeks to create local jobs, enabling African communities to benefit directly from his initiative.
An ambitious entrepreneur
Although Baptiste Lingoungou had no formal training in fashion, he has been evolving in this sector ever since he left school. After graduating from business school, he decided to set up his own business immediately. With a partner, he launched “Kollab”, a company aimed at giving visibility to young French designers. He organizes pop-up stores in Paris, offering designers a platform to present and sell their products. This initiative, which has lasted four years, promotes brands that advocate “made in Europe” and short distribution channels. From then on, Baptiste showed an interest in quality products made in Europe, and succeeded in organizing larger and larger events to support these designers.
The Genesis of European Fashion
In 2016, a trip to his native Congo changed his outlook. It was then that he truly discovered Africa, his family and his roots. This return to his roots triggered a deep-seated desire to create a project linked to the African continent. He wanted to stay in the field he knew so well: fashion. Although the Kollab adventure ended prematurely, he saw an opportunity to renew himself. He therefore launched “La Mode Européenne” in 2019, with the idea of collecting clothes in Europe for redistribution in Africa, while creating local jobs.
But it’s not just about importing clothes to Africa. Baptiste co-constructs his project with the locals. In fact, he consults his cousins on the types of products to be favored, the sizes, materials and prices adapted to the local market. This close collaboration with his family enables him to adapt his offer to the specific needs and tastes of African consumers.
A first European fashion boutique in Congo
The Congo, a country renowned for its love of fashion, became Baptise’s first field of experimentation. He opened his first solidarity boutique in Pointe-Noire, the economic capital of the Congo. Aware of the high quality expectations of the Congolese, he knew he couldn’t afford any mistakes. Beforehand, he sends photos of the products he collects to his local partners to make sure they meet local expectations.
Finally, he selects lightweight items, better suited to the local climate and preferences. This first boutique, inaugurated in summer 2019, represents a major step in the realization of his initiative. Thanks to meticulous preparation and close collaboration with the locals, the boutique is rapidly becoming a success.
Solidarity stores across Africa
Today, Baptiste Lingoungou is not resting on his laurels. He continues to collect clothes in France, regularly sending batches to his boutiques in Africa. He is constantly seeking to improve his business and adapt it to the needs of African consumers. Through this initiative, he not only provides a solution to textile waste, but also contributes to local economic development, offering employment opportunities and supporting the circular economy in Africa. His ambition is to open further boutiques in the coming years.
With “La Mode Européenne”, Baptiste Lingoungou demonstrates that it is possible to reconcile fashion, solidarity and sustainable development, while meeting the expectations of a demanding public and creating a positive impact in the field.
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