Becoming a couturier almost by chance, Jacques Logoh has managed to establish himself on the international scene with his eponymous brand, Jacques Logoh Couture, through conviction and perseverance. He exemplifies an African designer who has transcended labels and stereotypes to offer a universal style.
A Rising Brand
Always passionate about fashion, trained in design but originally a professional model, it was somewhat by chance that Jacques Logoh came to create his label seven years ago, spurred on by his entourage, who admired his style and encouraged him to share his creations.
The recognition of his brand has grown through frequent runway shows, whether as part of FIMO, the fashion festival he created, or private shows internationally, explains the designer, who also invites fashionistas to an upcoming show in Paris.
Now recognized as a rising figure in fashion at just 36 years old, Jacques Logoh dresses an international clientele, both male and female, who value his unique pieces, crafted from luxurious fabrics. His creations are distributed in Lomé, in his multi-brand boutique, where he also welcomes other Togolese designers. As for the international clientele, they can purchase his creations online as well as through regular private sales, the next one scheduled for May 3rd in Paris. Buoyed by his success, the young designer plans to soon open new boutiques in Côte d’Ivoire, Congo, and even Paris.
Universalism at the Core
His success, Jacques Logoh owes to his own unique style, one of sophisticated simplicity. He favors simple, easy-to-wear cuts, embracing Yves Saint Laurent’s sentiment that he was happiest seeing his clothes worn on the street, advocating for accessible and vibrant fashion beyond the runway. He focuses on subtle details, meticulous finishes, and refined color combinations. In this spirit, this lover of fine fabrics prioritizes very light textiles, fluid and flowing.
Fabrics of all types and origins because, Jacques Logoh asserts strongly, his fashion is universal; he refuses to be confined to an ethnic aesthetic. The designer does not want his clothes to be bought to “support African fashion”; he does not want his creations to be worn because they are African but because they are beautiful. “Today, African fashion has already become aspirational,” he notes, “it’s enough to see that Dior, among others, willingly incorporates African fabrics into its designs. With this recognized identity, it must now break free from strictly African codes and transcend them, aiming for more modernity and becoming universally wearable.”
A Driving Force for African Creativity
While Jacques Logoh’s soft and composed tone might suggest a smooth journey, he has nonetheless fought to make his mark. The challenges are numerous for African designers, he acknowledges, starting with the fact that Africans wear few local creations, preferring international brands. “I would like Africans to wear more clothes by African designers, and to wear them with pride. Especially personalities from the continent and the diaspora.” Among the obstacles to overcome, Jacques Logoh also highlights the lack of qualified and autonomous personnel as well as difficulties in sourcing quality materials—he still has to travel abroad to find what he needs.
Aware of the sector’s challenges, he spares no effort to help African designers and models break through. It is with this in mind that he created the International Festival of Fashion in Togo (FIMO), which each year gives young talents from the continent international visibility, and whose next dates are already set for April 1st to 5th in Lomé.
His advice to young designers? Boldness and determination, but also a lot of preparation. “It is essential to multiply research, stay attuned to trends, be demanding in the choice of fabrics, colors, finishes,” he explains, “and also take the time to structure your brand properly.” Valuable insights for young African talents determined to conquer the world!
