Luxury architecture and the art of African heritage
For Doris Bello Castel, luxury is not a question of price, but of storytelling and transmission. Founder of the Ecrin Luxe consultancy, she assists brands in their quest for positioning and influence. Her mission? To transform ancestral know-how into global brands, without ever betraying their soul.
A “100% Made in Africa” identity
Doris defines herself as a synthesis of the continent. Born in Congo-Brazzaville to a Nigerian mother and a Beninese father, it is nevertheless in Côte d’Ivoire that her heart is rooted. This multiculturality is not just a biographical detail: it’s the driving force behind her pan-African vision of fashion.
“I’m an Ivorian at heart and by culture. My journey is a good example of the logic behind Africa Fashion Tour: a desire to travel around the world to highlight the excellence of our industry.”
L’Ecrin Luxe, branding for excellence
Through her consultancy, Doris works on strategic branding. For her, many African brands have an exceptional product, but struggle to build a coherent and desirable brand image internationally.
Her approach is based on rigor and alignment. She doesn’t just create logos; she builds identities. She insists that branding must not be mere marketing speak, but a direct emanation of the designer’s vision.
“Heritage: documenting know-how for eternity
Beyond consulting, Doris Bello Castel has taken a major step forward by becoming producer of the Heritage web series. This ambitious project was born out of a need to give visibility to the hands that shape African fashion.
- The aim: to highlight local know-how, often ignored by global distribution channels.
- The method: Immersion in the workshops, meeting the craftsmen, to tell the story behind each piece.
- The ambition: to create a visual archive of African excellence.
For Doris, “Heritage” is a way of “productizing” luxury. It’s no longer just a collection of clothes, it’s a cultural content that enhances the brands’ DNA.
The psychology of branding
One of the most profound points in the interview concerns Doris’s methodology. She often asks the managers she works with to define their own personal values first.
“I ask them, “Who am I?” It’s a vital exercise in introspection. If the founder’s vision isn’t clear, storytelling will only be a façade.”
For her, modern storytelling must no longer be a simple historical linearity, but a “brand psychology”. Today’s luxury consumer isn’t looking for a product, he’s looking to identify with the designer’s values. If this discourse is not authentic, it is censored by the market.
Madagascar, a new fashion crossroads
During this exchange between Paris and Madagascar, Doris also spoke of the dynamism of the Grande Île. Invited by Madagascar Fashion Week, she observed a creative abundance that confirms that Africa, in all its diversity, is ready to take the lead in global design.
Building for future generations
Doris Bello Castel’s work is a bridge between the past (heritage) and the future (modern luxury). Whether it’s through strategic consulting in Abidjan or audiovisual production in Madagascar, she remains true to one principle: excellence cannot be decreed, it must be built with patience and truth.
Read also
