2003-2014 #photography #film #exhibition #book #catalogue #press
S.A.P.E
Société des Ambianceurs e Personnes Elégantes
“The white man has invented the suit, we have made an art of it”
Papa Wemba
At the start of the 20th century when the French arrived in the Congo, the myth of Parisian elegance was born among the youth of the Bakongo ethnic group, who were working for the colonisers. At that time, many considered white men to be superior, due to their sophistication and elegance.
In 1922, Grenard André Matsoua was the first Congolese man ever to come back from Paris dressed as a genuine Frenchman. His arrival caused great admiration among his fellow countrymen; he became known as the first Grand Sapeur.
Supported by the respect and admiration of their community, today’s Sapeurs consider themselves artists. They add a touch of glamour to their humble environment through their refined manners and impeccable dressing styles. Each of them is unique, each possessing a particular and individualized repertoire of gestures.
They all share the same dream: to go to Paris and return to Brazzaville as the ambassadors of supreme elegance.
The men inside the suits
1 min extract from the 7’ branded documentary film I directed for Guiness in 2014. The short film was awarded with several international awards such as a Cannes Lions bronze award, a Brithish arrow silver award and a Grand Clio and Gold Clio award in 2015.
This Guinness campaign was very successful and made sapeurs better-known around the world. Personally, after struggling with my internal contradictions (should I accept a commercial assignment on a topic I knew very well since years, which I had already deeply documented or not?)I was happy to help my Congolese friends to get reasonably well payed for their work and get more audience for their art.