MARCH 12, 2024
DISCOVER JIGEEN
capturing the timeless beauty of human connection
JIGEEN, meaning woman in my native language, is the inspiration for this special Spring 2024 collection.
JIGEEN is such a complex word for me; one I plan to explore more as we grow this brand and community. When I think of what womanhood means I think of my two grandmas, and my mom, who everyone calls Maman. These were my first female role models and defined for me what it means to be a woman. Nurturing, kind, smart, magical, ambitious, and most importantly, full of love and infinite style. So, for the last year, I tried to capture this essence in the love languages I speak: mathematics and art.
Diarra’s Mom, we call her Maman
When I have a day off, or just get into daydream land in between meetings, my mind wanders into ways to capture JIGEEN through colors and texture.
Inspiration
First, I started drawing my mom to capture her beauty, elegance, and style. Everyone calls her Maman and she grew up in the heart of Medina. We call her Khale Dakar and the painting captures what it means to be a JIGEEN in Dakar, in Medina, in my heart. Initial sketches led to more iterations and a new exploration of AI. Incorporated with my magical drawings, it seemed to create an infinite library of JIGEEN love.
Khale Dakar Painting by Diarra Bousso
Little did I know that these musings at the intersection of tradition and technology would lead to our most beautiful and responsible collection to date. The final painting speaks for itself and from this moment on, a new dream was born. This image represents the new face of DIARRABLU and there is a little bit of all of you, in all of it. We are JIGEEN.
For Spring 2024, we celebrate love, sisterhood, and tradition as captured by the Khale Dakar painting and vibrancies found in Senegalese culture. From the rich textures in eyelet and lace to the bold colors inspired by local vibrant markets, this collection is a testament to our commitment to heritage, sustainability, and creativity.
Sustainability & Heritage
Diarra Bousso and her grandmother
Drawing from the rich legacy of artisanal lace and embroideries in Senegalese culture, each garment is crafted using exclusively sustainable, natural or recycled materials, embodying the essence of modern luxury with a conscience.
Every texture reminds me of time spent with Maman and Grandma, where gifting textiles and adorning each other with the most beautiful embroideries and eyelet fabric is how tradition and love is passed down and around.
As models, who are actual sisters, gracefully navigate the editorial campaign, there's a sense of love and support—a reminder of the enduring bonds that unite us all.
Conscious Design Through Technology
Marrying technology with tradition is at the heart of this collection, with AI playing a pivotal role in the design process. By generating hundreds of prints inspired by the Khale Dakar painting and crowdsourcing feedback from our beautiful muses (you), we have created a truly collaborative and inclusive collection. This approach not only minimizes waste but also ensures that every garment is imbued with a sense of authenticity and meaning, a vessel for storytelling and connection from JIGEEN to JIGEEN.
From the stunning Tali orange printed on sustainable lyocell and the bold Tao Navy crafted on recycled fibers, to the intricate lace and eyelet details, every element weaves in a story of love and tradition.
Discover the Spring 24 JIGEEN Collection
The DIARRABLU Spring 2024 Collection embodies love, celebration, and the timeless beauty of human connection. In a world where fashion often feels fleeting, this collection serves as a reminder that beauty lies in the moments of love and the stories we share and pass down.
Thank you for being part of the magic!
Love,
- Diarra
