“LaSape”isauniquemovementbasedinCongothatunitesfashion-consciousmenwhoarereadytosplurgemoneytheydon’treallyhaveondesignerclothes.Dressinginstarkcontrastwiththeirsurroundings,theseelegantambiance-makersbecometruelocalcelebrities…butthisfamecomesataprice. TheRepublicoftheCongoinCentralAfricacan’tboastofhighstandardsofliving.Yet,therearemenherewhoarepreparedtospendafortuneondesignersuits.Theycallthemselves“sapeurs”–membersofthe“LaSape”movement.“LaSape”comesfromFrenchandstandsfor“TheSocietyofAmbiance-MakersandElegantPeople”.Foritsadherents,it’sallaboutstyleandelegance,therightcombinationofcoloursandtextures,brand-namesandthehighestqualitymaterials.TheyderivetruejoyfromshowingofftheirattireonthestreetsofBrazzaville–thecountry’scapitalandthecentreofthe“LaSape”movement.Walkingdowndustystreetslinedwithclayhouses,theyturnheadsandfeellikekings.Andthere’snopricetheywon’tpayforthis. Infact,behindtheimageofsuccessthesedandiesproject,thereareoftenstoriesofsignificantfinancialtroublescausedbytheirextravaganthobby.Toaffordthepricetagoftheirdesignerclothes,“sapeurs”havetosave,borrowandevenstealmoney,sometimesbringingruintotheirfamilies.Buteventhegrimconsequencesoftheirindulgentdressinghabitsoftendon’tstop“sapeurs”fromspendingmoneytheydon’treallyhave.Theyareinconstantcompetitionwitheachotherandinvestingintheirimageismoreimportanttothemthanimprovingtheirlivingconditions.Dressingsmartlybecomesatrueaddictionthatisveryhardtoconquer. However,some“sapeurs”dostrivetofindabalancebetweenlookingchicandbeingreasonablewiththeirspending.Theyinsistthatthe“LaSape”movementisn’taboutdesignersuitsbutratherdevelopingimpeccabletaste.Theymakeanemphasisonlearningtodresswellbutwithinone’smeans.Thisway,styleandelegancewilldemandfewersacrificesfromtheirdevoteesandwillbeaccessibletomoresophisticatedmen.