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Emergency Trust Fund for Africa
News article20 March 2020

Malian singer Oumou Sangare makes use of textiles created through the Ethical Fashion Initiative programme in her new clip "Been"


In her new music clip “Been”, the internationally renowned Malian singer Oumou Sangare sends a message of peace, translated as “bin” in Bambara language.

It is difficult not to call attention to the stylish and elegant design of the costumes worn by the female and male models. Richly decorated dresses with traditional embroidery or striped colourful long sleeved shirts are part of the outfits featured in the clip.

The Malian designers who have manufactured the clothes used in the clip, Mariah Bocoum and Jean Kassim, make regular use of textiles produced by this EU funded project, the Ethical Fashion Initiative (EFI). From Burkina Faso to Mali, Kenya or Uganda, the EFI connects marginalised artisan communities to designers and brands to give them access to international marketplaces.

Funded under the EU Trust Fund for Africa, the Ethical Fashion Initiative creates meaningful work for vulnerable communities, with fair and decent working conditions and helps creating long-term impact to reduce poverty.


Publication date
20 March 2020
Region and Country
Greater economic and employment opportunities
ITC - International Trade Center

Programmes in the region