African textiles aren’t just about clothes, they’re about a story, an identity and an economy in the making. It was with this deep conviction that Léa Ouattara made a 180-degree turn in her career. A former sales manager in a multinational import-export company, and a graduate of the IAE Poitiers business school, she chose to align her professional expertise with her personal aspirations by turning to the world of fashion and culture.
Creation of the Mysthara boutique
After training as a personal shopper, Léa launched Mysthara, an online boutique offering “culturally affirmed” fashion. Her positioning is clear: to appeal primarily to women from the diaspora, offering them pieces that marry the authenticity of textiles (Kente, Bogolan, Lepi) with contemporary cuts, including a booming Modest Fashion section.
“We must believe in the value of our cultures. African textiles deserve to be passed on to future generations.
To achieve this, she works closely with designers from Nigeria, Benin, Togo and Côte d’Ivoire, acting as a bridge between the continent’s workshops and the international market.
Yahdémin and the “Textil’Art Africa” initiative
But Léa Ouattara’s ambition goes beyond simple marketing. Through her association Yahdêmin, she aims to structure the African textile ecosystem. The organization’s flagship initiative is the Textil’Art Africaa pan-African platform for the valorization of traditional fabrics.
For this third edition, the competition takes on a whole new dimension:
- A men’s focus: after two women’s editions, 16 ambassadors from 16 African countries (Senegal, Burkina Faso, Gabon, DRC, etc.) are competing.
- A digital stage: Events take place live on TikTok, using the power of social networks to reach a global audience.
- An educational dimension: candidates are asked to report on the textile value chain, from the cotton field to the store.
Heading for Guinea and Kindia
The culmination of this adventure will take place on April 25 in Conakry, Guinea. True to her social values, Léa Ouattara has included a strong charity component in this final: a gala dinner will be organized to support women’s dyeing cooperatives in Kindia.
By supporting these craftswomen, Yahdêmin has come full circle: adding value to the finished product while protecting and financing the source of the know-how. For Léa, there’s strength in numbers:
“If everyone makes their contribution – designers, entrepreneurs, institutions – we will build an ecosystem capable of taking African fashion to the international stage.”
A message of unity and ambition that resonates as a call to action for all players in the continent’s creative industry.
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