Baptiste Lingoungou recounts the origins of European fashion
Baptiste Lingoungou has launched La Mode Européenne, a unique concept of solidarity boutiques that see fashion as a powerful vector for change, capable of building bridges between cultures and generating a positive social impact.
The story of La Mode Européenne is above all a story of encounters. It all began with a day of distribution in an orphanage, where Baptiste was touched by the words of a young slammer: “Nobody asks us what our dreams are”. This encounter inspired him to take action and help this young talent realize his potential.
There was a 14-year-old who arrived and suggested slam and rap,” says Baptiste. And above all, he said a very important sentence that stuck with me. He told me that there are lots of people who come to the orphanage, who come to help us, who give us things. But nobody, in fact, asks us what our dreams are, what we want to become and how, precisely, we can, how I can help you in that dream.”
This powerful human experience marked the beginning of a deep commitment for Baptiste. He decided to create La Mode Européenne with the idea of building a project co-constructed with local populations, in phase with their needs and aspirations.
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A virtuous business model based on solidarity
La Mode Européenne is based on a virtuous, solidarity-based business model. The brand collects unsold goods from European brands, as well as non-conforming products or those left over from photo shoots, and gives them a second life by reselling them at affordable prices in Africa.
“The aim is to send selected, so one by one, quality products, and sell them at affordable prices to the whole population,” explains Baptiste. And the addition of these small sales creates jobs and covers all the project’s expenses.”
European Fashion doesn’t just give clothes a second life. It also creates jobs and supports the local economy. Boutiques in Pointe-Noire and Cape Verde employ sales teams, as well as people to look after the clothes, and even a gardener for the store’s plants.
“The project brings in financial resources for more than fifteen people every month,” stresses Baptiste. And we also had a goal, which was to be able to pay people double the local minimum wage.”
Promoting African know-how and soft transition
Beyond the solidarity aspect, La Mode Européenne aims to promote African know-how. Baptiste has gradually introduced African designers into its boutiques, offering a platform to promote their work.
“I’ve brought in African designers,” explains Baptiste. There are 4 designers in the store, who offer their collection for just a symbolic rent.”
This approach creates a smooth transition to the consumption of African products, starting with European unsold stock, then integrating local designers, and eventually planning the development of a brand of its own, “De La Mode Européenne”, which will use dormant European stock reworked by Congolese designers.
Expansion in Africa and plans for the future
Building on its success in Pointe-Noire and Cape Verde, La Mode Européenne plans to expand to other African countries. Baptiste has announced the forthcoming opening of a third boutique in Cameroon, in 2026.
We’re going to Cameroon to prepare the ground for the 3rd solidarity boutique,” reveals Baptiste. It’s the only one excluded from La Mode Européenne.”
La Mode Européenne is an inspiring project that demonstrates that it is possible to reconcile fashion, solidarity and creativity. Through his commitment and vision, Baptiste Lingoungou has created a brand that makes sense, promotes African know-how and contributes to the continent’s economic and social development. La Mode Européenne is an invitation to consume differently, to support ethical and responsible fashion, and to believe in a more united future.
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