PALOMA DURAN

“ I help brands and creatives shape narratives that are authentic, culturally grounded, and impactful across different markets. What truly drives me is my love for creating communities, gathering people together, connecting worlds, and building bridges between cultures.”

Paloma Duran builds bridges. A PR and brand awareness consultant working at the intersection of fashion, culture, and global storytelling, Paloma has spent years crafting strategies to help brands and creatives increase their visibility on the global market. Whether she's connecting African talent with international audiences or shaping narratives for cultural initiatives, her work is grounded in one conviction: visibility is not just about exposure, it's about belonging. In this conversation, she reflects on navigating the French fashion industry, learning to claim her worth, and why, for her, the most powerful thing when you have a seat at a table is to make room for others.

HER CRAFT

Could you tell us what you do and why you are passionate about it?

I'm a PR and brand awareness consultant working at the intersection of fashion, culture, and global storytelling. Through my work, I help brands and creatives shape narratives that are authentic, culturally grounded, and impactful across different markets. What truly drives me is my love for creating communities, gathering people together, connecting worlds, and building bridges between cultures.

Having grown up between different countries and perspectives, I'm passionate about using communication as a tool to foster meaningful connections and lasting relationships. For me, visibility is not just about exposure, it's about belonging.

How has your work evolved since you started? How has your audience's reception evolved?

Since I started freelancing, my approach has evolved from simply promoting brands to intentionally creating meaningful cultural connections, especially with a focus on Africa. Over time, I've seen clients and audiences begin to understand and appreciate this perspective, recognizing that my goal isn't just visibility, but building bridges and highlighting African creativity, talent, and culture on a global stage. People now come to me not only for PR, but for guidance on connecting authentically with African markets and communities, which is exactly where my passion lies.

What are you focusing on at the moment? Any recent highlight?

Right now, my focus is on deepening my work around Africa and African fashion, helping brands, creatives, and cultural initiatives connect authentically with African audiences while also showcasing African talent globally. I'm building projects and strategies that foster community, create meaningful collaborations, and highlight the richness of African creativity. Most recently, I've been working on the launch of ELLE Afrique.

HER LESSONS

“One of the major challenges I’ve faced is navigating racism and a lack of diversity in the French luxury and fashion industries. I’ve also noticed the invisibility of women across the creative industry more broadly. To overcome these challenges, I’ve focused on hard work and surrounding myself with female entrepreneurs and, eventually, female mentors. I actively sought out peers for advice, inspiration, opportunities, and support. At the same time, I make a conscious effort in my work to put African and Black talent, especially women, at the forefront, fostering collaborations that showcase diverse voices.”

What major hurdles have you had to overcome, and what would you like people in your industry to learn from?

One of the major challenges I've faced is navigating racism and a lack of diversity in the French luxury and fashion industries. I've also noticed the invisibility of women across the creative industry more broadly. To overcome these challenges, I've focused on hard work and surrounding myself with female entrepreneurs and, eventually, female mentors. I actively sought out peers for advice, inspiration, opportunities, and support. At the same time, I make a conscious effort in my work to put African and Black talent, especially women, at the forefront, fostering collaborations that showcase diverse voices. The lesson I hope people in the industry take away is that persistence, authenticity, and intentional inclusion are essential for meaningful change.

A recent lesson that changed the way you operate:

Learning not to be afraid to claim what I'm owed, my value, my worth, my fees. I've realized that, as a woman, it can sometimes feel difficult to talk about money, and the French mentality often makes these conversations feel uncomfortable. But I've learned that being clear, confident, and unapologetic about my worth not only benefits me, it also sets a standard for respect and fairness in my work.

A piece of advice that changed the way you operate:

Don't have too much ego and learn to let go. Sometimes I hold grudges, and this reminder helped me approach work more openly and focus on what matters instead of getting stuck on small frustrations.

HER ENERGY

What do you enjoy most in your work?

I love connecting people. I love seeing relationships grow, ideas spark, and projects come to life when the right people meet at the right time.

What keeps you going?

African fashion.

How do you stay inspired?

I travel a lot.

Where do you find sanctuary in challenging times?

I lean on my partner, my close and childhood friends for support, and by reconnecting with my roots, going back to the motherland, talking to my mother or my grandmother. These moments help me reset and truly gain perspective.

A motto you live by:

In French there is a saying: "Qui ne tente rien n'a rien." If you don't try, you won't get anything. It reminds me to take risks.

An affirmation that keeps you going:

We often talk about a seat at the table. I feel like I am creating my own table so I'll always have a seat there, and I make room for others.

HER COMMUNITY

“Community, to me, means connection, support, and shared growth. It’s about people coming together, exchanging ideas, and lifting each other up. In my work, it has shown up through collaborations, mentorship, and creating spaces where women can be seen, heard, and celebrated. Community isn’t just a network; it’s a source of inspiration and strength that makes everything I do more meaningful.

Being connected to peers, mentors, creatives, and audiences is central to my work and my life.”

HER PERPECTIVE

Any specific industry topics you've been digging into lately?

Lately, I've been exploring the price points and accessibility of African fashion brands. Many talented designers create incredible work, but high production costs and limited distribution can make their pieces less accessible to wider audiences. I'm interested in how we can balance quality, cultural authenticity, and affordability while helping African brands reach both local and global markets.

What are some current challenges and opportunities in the global African fashion ecosystem?

One of the main challenges is visibility and access: many talented African designers face barriers in reaching international markets, accessing funding, and building scalable production. At the same time, there are huge opportunities. There's growing global interest in African fashion, a vibrant creative talent pool, and digital platforms that allow designers to showcase their work worldwide. For me, it's an exciting moment to help put African talent and stories at the forefront of the global fashion conversation. Lagos Fashion Week is always a breath of fresh air.

What avenues could be explored to better bridge the gap between independent designers and global audiences?

Strengthening access to international distribution channels and digital platforms can help showcase talent beyond local markets. Investment in production infrastructure, supply chains, and logistics would make scaling easier. Mentorship programs, collaborations, and partnerships with global brands can provide exposure and knowledge exchange.

ON HER RADAR

What are you curious about at the moment?

The global South and the bridges that can be built. Curious and genuinely excited.

What fashion event or news got you excited recently?

I recently got so excited seeing designers Bubu Ogisi with Iamisigo and Anil Padia with Yoshita1967 nominated as semi-finalists for the 2026 LVMH Prize for Young Fashion Designers. Both brands bring unique, culturally rooted perspectives while contributing to a more diverse global fashion conversation, and their nominations signal a powerful shift toward recognizing African creativity on the world stage.

HER STYLE

Your wardrobe essentials:

Three: my Omôl green raffia clutch, Chanel ballet flats, and my Worldnet x Frank Ocean black hoodie.

Your go-to destination to discover African and diaspora brands:

Lagos, and my collaborator Zhedy Nuentsa.

Some of your favorite African and diaspora brands:

The Hybride Studio, Super Yaya, Diane V, Yoshita1967, Tongoro, Kadiju, Orire, Lisa Folawiyo, Nitemi, and so many more.

Specific pieces you have your eyes on:

The gold cowrie pearl earrings from Tongoro. I also notice a real gap when it comes to footwear; there aren't as many African shoe designers, and that's something I'd love to see change because there's clearly both talent and demand.

PROFILENDAANE29 March 2026