Historically, African consumers don’t care about flawless precision, but tend to see other values in textiles like the fabric’s origins, colors, patterns and signs, Sarlay thinks.

Left: Designer Gwen Stefani walks the runway at the L.A.M.B. Spring 2011 fashion show. Center: Actress Milla Jovovich attends the Marni at H&M collection launch on Feb. 17, 2012. Right: A model at ...

model wearing masamara designs, Image: Supplied His hands-on approach extends to designing and printing fabrics, drawing inspiration from Africa's vibrant Ankara wax prints. He masterfully tailors ...