Guinness has tapped into the vibrant world of Congolese fashion for its latest campaign and we’re obsessed.

The ad stars the legendary Sapeurs of Brazzaville, Congo everyday men who, after long days as taxi drivers, farmers, or labourers, transform into impeccably dressed gentlemen in sharp suits, bowler hats, and polished shoes. Their mantra? Style is a choice, not a privilege.

As Guinness’s marketing director Stephen O’Kelly put it, “No matter the circumstance, you can always choose who you are.” And that’s exactly what the Sapeurs embody confidence, dignity, and flair in the face of hardship.

Set to “What Makes a Good Man?” by The Heavy, the campaign forms part of Guinness’s “Made of More” initiative, celebrating extraordinary people with extraordinary spirit.

As a proud Congolese, seeing my people represented in such elegance hits differently. Because let’s be real style runs in our DNA, no matter the circumstances.