A Look at La Sape

I love this Guinness commercial featuring the Sapeurs from earlier this year. As the commercial reveals, the Sape (The Society for the Advancement of Elegant People) are a part of Brazzaville's cultural heritage. They're known for their fancy dress and encourage feeling good about how you look. While the connection to Guinness feels contrived, the five minute documentary that followed is an interesting look into La Sape culture. I would love to see Scott Schuman photograph these guys.

In this documentary we illustrate the brightly coloured and social affairs that bring the 'Sapeurs' together. Their bold choice to live an unexpected lifestyle is a source of celebrated originality and positivity. Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity.