Bledard is much more than just a clothing brand. It’s a movement, a celebration of our African roots and our diversity. Each piece tells a story, our story, one of a journey filled with culture, knowledge, and emotions.
Ibrahima Gueye, Founder of Bledard
From Senegal to France: The Roots of Ibrahima Gueye
Ibrahima Gueye, the visionary behind Bledard, was born in Senegal in 1997. He was nurtured in a family where culture was the cornerstone, speaking Wolof and French fluently. His early years in Senegal were rich with tradition and community. However, at eleven, his life took a dramatic turn when his family moved to the southeast of France, to Savoy. “Moving to the southeast of France in Savoy was a total culture shock. It was a journey of curiosity, discovering new cultures,” Ibrahima recalls. The stark contrast between his African homeland and the predominantly white, serene landscapes of Savoy ignited in him a profound understanding and appreciation for cultural diversity.
By the age of fourteen, Ibrahima’s family relocated to Paris, where the vibrant, multicultural environment of the city further shaped his worldview. “I never focused on problems, only solutions,” he asserts, highlighting a resilience that would become a defining trait in his journey.
Bledard: Embracing Identity and Defying Stereotypes
The name ‘Bledard’ carries a powerful resonance. It’s a term often used to describe someone from a third-world country settling in a developed one, bringing along their rich cultural heritage. While some may find it offensive, Ibrahima embraces it wholeheartedly. “I am one of them, I am basically a bledard! Bledard means someone from a third-world country settling in a developed one, carrying their own cultural suitcase. Some see it as offensive, but I appropriated the name. It’s about vindicating my difference and using my brand to defend those who integrate courageously.”
The inspiration to start Bledard was deeply personal and organic. “My mom used to take me thrifting in Senegal, sparking my passion for fashion,” Ibrahima fondly remembers. This early exposure to the world of second-hand clothes, rich in stories and histories, planted the seeds for his future brand. The COVID-19 pandemic served as a catalyst, with Ibrahima returning from Australia and starting to sell thrifted clothes online. However, the urge to create something uniquely his own soon became irresistible.
Crafting with Heart: Bledard’s Core Values
At the heart of Bledard lies a simple yet profound philosophy: “It’s about being a decent human being, treating others well. I want my customers to feel the love and respect in my garments.” Ibrahima’s commitment to these values is evident in every aspect of his brand. Bledard is young, yet its core values, identity, and ethics are steadily taking shape.
Innovative Inspirations: What Makes Bledard Unique
“You can never be unique,” Ibrahima admits candidly. He draws inspiration from fashion legends like Coco Chanel, believing in the inevitability of influence and the beauty of creating from existing ideas. “I find my inspiration from existing brands, haute couture collections, and editorial pictures. I merge these elements into something new, a process all designers go through.” This approach is exemplified in the Demba tracker jacket, a piece that marries the bold 80s silhouette with Ibrahima’s distinct flair for bright colors, creating something refreshingly new. “I draw my inspiration from Thierry Mugler for exaggerated shoulders and Schiaparelli for the volumes and perfect tailoring,” he adds.
Behind the Seams: Bledard’s Production Process
Creating a brand from scratch is no small feat. Ibrahima’s journey involved meticulous sourcing and production processes. “I spent 4 months in Casablanca, Morocco, sourcing high-quality denim from various suppliers who also serve global brands,” he explains. This painstaking search for quality materials culminated in partnerships with trusted suppliers and artisans. “Amal, my prototype maker and quality control, is like family,” Ibrahima shares, emphasizing the importance of relationships in his work. From sketching to sampling, the production process is a labor of love, culminating in garments that reflect both heritage and contemporary style.
Inspired by Heritage, Confronting Challenges: Bledard’s Journey
Ibrahima’s designs are a tribute to his roots and experiences. “I drew inspiration from the bright colors of our continent and earthy tones,” he says. The bold, exaggerated shoulders in his collections nod to empowerment, balanced with the laid-back vibes of West African cultures. However, the journey has not been without challenges. “The six months I spent in Dakar were particularly tough. I visited over 20 factories and tailor ateliers but struggled to source high-quality jeans and create proper prototypes,” Ibrahima laments. “Don’t get me wrong, Senegalese tailors are skilled, but the attention to detail was lacking.” Despite these setbacks, his resolve to uplift the African fashion industry remains unwavering.
Milestones and Meaning: Celebrating Bledard’s Successes
Every achievement, no matter how small, is a cause for celebration. From transforming a simple sketch into a stunning piece to successful pop-up stores in Paris, Ibrahima cherishes each milestone. “The Bledard customer is Afro-descendant, aware, self-sufficient, part of the new generation in Western countries fighting oppression and neocolonialism,” he describes. These individuals are educated, trendy, and conscious, resonating deeply with the brand’s ethos.
Looking Ahead: The Future of African Fashion with Bledard
Ibrahima is optimistic about the future of African fashion. “I am so excited about the future of African fashion on the global stage,” he enthuses. Inspired by brands like Tongoro, he envisions a future where African governments support young fashion entrepreneurs, building factories and industries to produce high-quality garments locally. “Our dream is everything consumed being made in Africa—from fabrics to packaging.”
In the next two years, Bledard aims to have its own workshop, fostering creativity without limits. Ibrahima is committed to industrializing African fashion, training the next generation, and creating jobs. “Currently, 5% of our revenue is donated to education- focused foundations in Senegal; we plan to establish our own training organization,” he reveals.
Inspiration for the Next Generation: Advice from Bledard’s Founder
To aspiring African fashion designers, Ibrahima offers sage advice: “Work hard and be resilient; the industry isn’t fully developed yet. It requires dedication.” He encourages them to fight for their dreams, despite the challenges and potential discouragement from those who may not understand the value of art-related careers.
Ibrahima Gueye’s journey with Bledard is a testament to the power of embracing one’s roots, overcoming challenges, and daring to dream big. His story is not just about fashion; it’s about identity, resilience, and the celebration of African heritage in a global context.
Photographed by SANAA PHOTOGRAPHIE – Courtesy of BLEDARD
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Oury Sene is a seasoned writer and communications specialist with over eight years of experience in development and humanitarian fields. Her work spans various high-profile organizations, including the African Union, UNICEF, and myAgro. At Guzangs, Oury brings her passion for storytelling and deep connection to the African fashion and arts scene, focusing on elevating diverse voices and narratives. When she’s not writing, you can find her exploring the intersections of culture, fashion, and social change. Her motto is: Style with purpose, live with intention.
Follow her on Instagram: @ceedalstudio