Oreime Omar Victor Diop Captures Kings And Queens Of The Sape Movement

Omar Victor Diop captures Kings And Queens Of The Sape Movement, in his new collaboration with Pernod Ricard at Paris Photo, an international photography fair that has partnered with Konbini.

A tribute to Africa

Although Omar Victor Diop’s professional photography career began only a few years ago, the Senegalese artist has become well-established in the photography world.

Omar Victor Diop Captures Kings And Queens Of The Sape Movement

Lola Ashafa, Nigeria. (Photo: Omar Victor Diop/Pernod Ricard)

After several international brands courted him, Diop signed with Pernod Ricard to direct its 41st ad campaign, for which the company gave him carte blanche to make a series based on 17 of its African employees’ portraits.

Kings and Queens of the “sape”

“Sape” is an African fashion movement that reflects the continent’s love for flamboyant clothing.

Céleste Cartens, Namibia. (Photo: Omar Victor Diop/Pernod Ricard)

It comes from the French verb “se saper,” which means “to dress up to go out,” and it came into vogue after French colonialists began paying their African workers in second-hand clothes.

Diop spent his childhood in Dakar, and he wanted to document the spirit of Africa with this series of portraits, which he titled “Mindset.” The photographer transformed the 17 Pernod Ricard employees in the series into kings and queens of “sape” to give the international brand a look based on both Africa’s unity and diversity.

Nicole Adriaans, South Africa. (Photo: Omar Victor Diop/Pernod Ricard)

Although the portrait subjects all work for the same company every day, they live in different African countries and never met each other before. The series’ goal is to bring them all together.

In the photographs, the employees all wear traditional “Batik” attire and medallions that have photos of other Pernod Ricard employees from around the world. The portraits affirm the African employees’ pride in their African culture, and they are a true work of art.

Kresan Naidu, South Africa. (Image: Omar Victor Diop/Pernod Ricard)

Young, dynamic and different from any clichéd beliefs we might have about them, the employees’ portraits represent the many different faces of Africa. Together, the images tell a colorful and diversified story.

To get the style, set design and prop details right, Diop teamed with Senegalese fashion designer Selly Raby Kane.

Bongani Tshabalala. (Photo: Omar Victor Diop/Pernod Ricard)

The series’ sets and costumes unify the portraits and the medallions in a typical African composition style. By appropriating his own culture and making it the basis of his work, Diop offers us a new look at the country he loves.

Stephen Wawire, Kenya. (Photo: Omar Victor Diop/Pernod Ricard)

Pernod Ricard chose Diop to collaborate on the series after opening six new subsidiaries in Africa, where Diop’s work is instantly recognizable to many who live there.