Fashion as a Tool for Cultural Rooting

Fatima Thiam wears one of her creations: a half-boubou that blends Manitoban linen with African woven fabric.

Winner of the 2025 Distinction Award from the Chambre de commerce francophone de Saint-Boniface (CCFSB), Fatima Thiam sees this honor as recognition of a journey woven with perseverance and passion for textiles. Through her company Fa Allure, the graduate of a Bachelor’s degree in Business Administration from the Université de Saint-Boniface (2017) uses fashion as a means of expression. She continues to develop her brand by drawing both on her heritage and on the skills she has acquired throughout her professional journey.

An Inspiring Path

“In Senegal, textiles go far beyond aesthetics: they tell stories, convey values, and embody strong cultural identities,” says Fatima. Surrounded from childhood by colorful fabrics and handcrafted creations, she views fashion as a form of communication.

Her garments combine traditional African fabrics and patterns—such as woven pagne¹, wax², and bazin³—with the simplicity and functionality of Canadian fashion. The result is evocative pieces that reflect the richness of these intertwined heritages. Between these two worlds, Fatima observes similarities, both in the use of materials like linen and in artisanal know-how such as beading and weaving.

While her passion drives her creative work, her background in business administration enables her to build a well-structured brand. “On a professional level, my studies equipped me to understand organizational challenges, structure a project, and make informed strategic decisions,” she explains. “On a personal level, they taught me rigor, autonomy, and teamwork.”

To propel her project forward, the designer has also relied on key organizations such as the Conseil de développement des municipalités bilingues du Manitoba and the World Trade Centre, which support her in structuring her business and expanding her network—essential for increasing her brand’s visibility.

This support allows her, among other things, to manage the material and logistical demands of the fashion industry and to run her business with confidence.

A Dream Come True

For Fatima, the francophone community has been a driving force in her journey, thanks to the support, networks, and opportunities for personal and professional growth it provides.

The Distinction Award, presented by the CCFSB at the Soirée Entrepreneur on November 27, is a source of motivation and credibility for the entrepreneur. “This recognition certainly strengthens my confidence.

But it also opens the door to funding and mentorship opportunities. It confirms that my work has an impact and encourages me to aim higher.”

As an immigrant woman, the distinction carries even greater meaning: “This award symbolizes recognition of a journey marked by resilience and perseverance. It highlights the contribution of immigrant women to the local economy.”

Looking ahead, the designer plans to strengthen her online presence while continuing to blend cultures by working on a new collection focused primarily on evening wear.

¹ Woven pagne is traditionally worn at weddings, baptisms, and other religious ceremonies.² Wax is an iconic fabric used daily across Africa.³ Bazin, originally from Mali, is worn during many important ceremonies and celebrations.

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