Story
O'Guiri Guiri:
The Story Behind the Brand
O'Guiri Guiri is more than a fashion label; it’s a living manifesto of cultural fusion and unapologetic self-expression.
O'Guiri Guiri is more than a fashion label; it’s a living manifesto of cultural fusion and unapologetic self-expression. At its core, the brand is a harmonious blend of African heritage and contemporary urban aesthetics, designed for those who seek depth and meaning in what they wear. Founded by Aurélie Koueta, a Franco-Italian creative with roots deeply embedded in Burkina Faso, the brand is an extension of her rich and diverse identity. Each creation serves as a canvas for storytelling, embodying the spirit of resilience, history, and modernity.
Every piece in the O'Guiri Guiri collection is a narrative in itself. From the vibrant patterns that evoke the landscapes, colours and shapes of the Sahel to the bold designs inspired by the rhythm of urban life, each item carries with it a story of cultural pride and global interconnectedness. These are not merely garments—they are wearable artistic expression, designed to spark conversation, evoke emotion, and honor the wearer’s journey.
O'Guiri Guiri is about empowering individuals to wear their identity with pride. It’s a celebration of roots, an homage to ancestry, and a bold declaration of belonging in a fast-evolving world. When you wear O'Guiri Guiri, you’re not just dressing your body—you’re adorning your spirit, affirming your heritage, and making a statement about who you are and where you come from.
Every garment is crafted with intention and care, designed to resonate on a deeply personal level. It transforms the act of dressing into a ritual of self-affirmation, reminding the wearer of their strength, beauty, and connection to a larger cultural tapestry. Our pieces are a bridge between worlds, a way to carry the past into the present while confidently stepping into the future.
The brand’s current collection is entirely the vision of Aurélie Koueta, but O'Guiri Guiri continues to evolve. In January 2025, the brand will launch a groundbreaking new collection in collaboration with Kabeya Ilunga, a Congolese artist based in Uganda. This partnership will infuse the line with a different artistic depth, drawing on Ilunga’s mastery of visual storytelling to create designs that transcend borders and speak to a global audience.
Central to this creative journey is Amen Hedji, O'Guiri Guiri’s visual and multimedia artistic director. Based in Dakar, Amen brings a unique perspective to the brand, ensuring that each piece resonates with the diverse narratives of the Pan-African experience. His work bridges cultures and mediums, adding a layer of visual storytelling that enhances the brand’s mission to celebrate and uplift African heritage.
At O'Guiri Guiri, fashion is more than style—it’s an invitation to join a community where individuality is celebrated, heritage is honored, and every piece becomes a powerful symbol of cultural identity and modern artistry.
Aurélie Koueta - Founder & Artistic Director, Amen Hedji - Video & Multimedia Artistic Director, Kabeya Ilunga - Collaborating Artist for January 2025 Collection