Born in France, Fanja Rajaofera discovered Madagascar in 2007 when she moved there with her children to work for an NGO. After returning to France in 2016, she aimed to promote her country of origin. Rajaofera and her cousin Sarah Jules conceptualized Korõsol, a store featuring young Malagasy creators blending tradition and modernity.
Korõsol, named after the phonetic pronunciation of corossol, a fruit, aims to change perceptions of Madagascar. The store offers products from various Malagasy and diaspora brands in fashion, accessories, jewelry, beauty, and home goods. Since 2017, Korõsol has collaborated with around 40 brands, receiving positive feedback from customers who appreciate the refinement of contemporary Malagasy craftsmanship.
The selection process for brands is crucial, with criteria including product appeal, human connections, shared values, and a distinct vision of Madagascar. The store's rotating selection showcases new brands and capsule collections. Korõsol's presentation, including product arrangement and ambiance, is designed to provide an immersive shopping experience.
Rajaofera regularly visits Madagascar to scout for new brands and collaborate with local partners. Korõsol prioritizes working with ethical and responsible brands that promote sustainable development, social initiatives, and environmental practices. Examples of partner brands include La Compagnie du Miel, which supports modern beekeeping and combats deforestation, and Mitoo, which trains women in sewing and upcycles fabric waste.
In 2019, Korõsol opened a permanent showroom in the Paris region, featuring premium and high-end brands, as well as collaborations with invited creators. Despite the global health and economic crisis, the store plans to expand its online presence with an e-commerce website while maintaining its focus on direct sales through pop-up stores and exhibitions.
Korõsol is set to launch its own collections in 2021, featuring limited-edition products co-created with supported artisans. A portion of the sales from these collections will be donated to the Zazakely Sambatra association, which implements socio-educational and vocational training projects for young people in Madagascar.
Through Korõsol, Fanja Rajaofera aims to promote Madagascar's rich cultural heritage and creative talent. The store has successfully showcased the country's craftsmanship, quality, and creativity, with plans for further growth and expansion.
Key points
- Korõsol concept store promotes Malagasy creators and sustainable practices.
- The store collaborates with around 40 brands from Madagascar and the diaspora.
- Korõsol plans to launch its own collections with supported artisans in 2021.
