Successful Malawian fashion designer and entrepreneur, Lilly Alfonso, best known for her globally recognised and award-winning couture collections that regularly grace the world’s top fashion runways, is launching an exciting and very different collection this month. Her LA Sport brand is an uber trendy designer sportswear brand, featuring a range of gym attire, hoodies and sports jerseys, and can be worn both to the gym and also as stylish leisurewear.
Lilly’s new LA Sport brand made a high profile entrance on 18 July at a VVIP event held in the capital of Malawi and organized by the Reserve Bank of Malawi and Export Development Fund in honour of the President of Afreximbank, Prof. Bernard Okey Oramah. Lilly was the headliner of the event as she showcased a number of garments from her luxury Lilly Alfonso couture collection to an audience of over 250 guests. However, featured in the show was Lilly’s new sportswear brand collection, LA Sport. Originally conceptualised in 2017, the collection was launched in earnest on that night to investors, entrepreneurs, and leading figures representing commercial, central and foreign banks. The audience were left in awe as they no idea they would be seeing a brand new, trendy sports line on show. Plus size models were also seen on stage wearing the sportswear, firmly getting the message across that the new LA Sport line is for every type of design conscious, sports and leisure customer. This means that the new line will cater for all sizes, especially the neglected, plus size. It is also meant for younger and older ages alike.
LA Sport founder, Lilly Alfonso, conceptualized the idea of LA Sport after she realized that no attention was being given to trendy, highest quality, and proudly African designed sportswear, and that most of the sports brands everyone wears are not African brands. This instilled the idea of producing designer sportswear that Africans can comfortably wear whilst looking stylish at the same time. Under the LA Sport brand, Lilly plans to produce a variety of collections, from various items of gym attire, through to trendy hoodies and sports jerseys.
To find out more, visit the Lilly Alfonso website www.lillyalfonso.com
