Vlisco has officially launched the second phase of its campaign Icons Last Forever, a project that blends fashion, photography and cultural heritage to tell the rich African story in the world of fashion. At its core is a collaboration between Sarah Diouf, a Senegalese seasoned fashion designer and founder of Tongoro Studio, and South African photographer Trevor Stuurman. Together, they present a striking reinterpretation of Icons Last Forever through film, photography and film, with Vlisco’s printed fabrics at the heart of the story.
The inspiration for Icons Last Forever comes from the legendary Malian portraitist Seydou Keïta, whose iconic images from the 1940s to the 1960s often featured Vlisco fabrics. His portraits elevated everyday scenes into symbols of pride and identity, shaping how new generations of artists approach African storytelling.
“Vlisco has always stood at the crossroads of design, colour and storytelling,” said Perry Oosting, CEO of Vlisco Group. “With Icons Last Forever, we highlight the dialogue between history and innovation, creating images that speak to identity and imagination.”
The Icons Last Forever campaign was launched at the Alliance Française de Kaolack in Senegal, a cultural landmark recognised with the Aga Khan Award for Architecture. In this setting, Diouf designed all silhouettes for the campaign, reworking traditional West African forms into contemporary fashion statements with Vlisco’s vibrant prints. Behind the camera, Stuurman captured these designs with his distinctive visual style, producing images filled with colour, pride and imagination.
“Vlisco speaks a language that all Africans understand,” Diouf said. “Through this campaign, I aimed to reconnect with the energy that initially drew me to Seydou Keïta’s photography and interpret it through modern design.”
For Stuurman, Icons Last Forever is equally personal. “Africa is no longer waiting to be seen. We are leading the way,” he explained, noting how the fabrics and imagery connect to his own artistic journey.
For both Diouf and Stuurman, Icons Last Forever is a return to their roots. Growing up surrounded by Vlisco fabrics, they saw the project as a way to honour the past while reimagining its relevance today. The prints featured are drawn from Vlisco’s latest collection, underscoring the brand’s continuing strong connection between heritage and modern creativity.
Founded in 1846 in the Netherlands, Vlisco has produced more than 350,000 original fabrics, many of which have become cultural icons across West and Central Africa, embraced by generations of women who gave them meaning beyond design. Today, the brand continues to inspire through craftsmanship, pattern and storytelling.
With Icons Last Forever, Vlisco, Diouf and Stuurman shine a light on Africa’s cultural depth and creative power, affirming that the stories told through fabric, fashion and photography remain timeless.