Lilly Alfonso, a distinguished fashion designer from Malawi, has devoted over two decades to cultivating the Lilly Alfonso brand, known for its bespoke fashion pieces for both men and women with an Afro touch. Her journey began in Blantyre, Malawi, where she overcame numerous obstacles from a young age, displaying remarkable resourcefulness and determination.
In an interview with Elevation News, Alfonso shared, “My experiences have likely shaped my perspective and influenced my approach to life and business. I used to watch my grandmother make different bedcovers by hand, and that used to inspire me a lot. As I grew older, I was invited to attend a fashion show competition in 2010, and I ended up winning the competition. Since then, I have never looked back.”
Alfonso’s early fascination with crafting clothes led to the creation of her eponymous fashion label, Lilly Alfonso. This strategic merging of personal and business branding has facilitated the promotion of both her identity and her business. She recounted the inception of her brand, saying, “I used to enjoy creating clothes. I guess I didn’t know the name ‘designer,’ but I didn’t change anything from what I used to do in the earlier days of my life, except for describing the word ‘fashion designer.’ But it has always been designing and making clothes. Coming up with a brand came about when I realised that people name what they do. So I have always followed my gift and became passionate about it.”
Since the establishment of her brand, Lilly Alfonso has seen her passion flourish, despite facing significant challenges. She encountered skepticism and a lack of support in an environment where fashion was often undervalued. Alfonso described the landscape as one where diverging from the norm could lead to misperception as a “lost child” or a “rebel.” She has had to navigate through doubts and criticisms, saying, “I had to fighting for acceptance, being blamed for things that would have went wrong became the norm but I fought through.” The journey in the fashion industry was compounded by the practical difficulties of sourcing high-quality and diverse fabrics, which she views as trials that sharpened her resolve and purpose.
Lilly speaks to the broader context of challenges faced by women, asserting, “Women encounter these challenges, and it’s all about how you present yourself. There will always be people who try to push your limits. It’s crucial to recognise your worth. How you confront your challenges and the purpose behind your actions will shape how others treat you.” She elaborates on the myriad issues women face, from gender discrimination and unequal pay to societal stereotypes and safety concerns, advocating for a strategic, collective approach to uplift women and girls globally.
Traveling extensively for her fashion career, Lilly Alfonso has engaged with markets and cultures around the world, from the United States and the United Kingdom to the fashion epicentre of Paris, France. Despite initial local resistance to her brand, she found that global exposure helped to cultivate a deeper understanding and appreciation of her work. Reflecting on her brand’s journey and the changing local perception, she said, “The brand has always received strong support in Malawi. Initially, it was challenging as many people didn’t fully grasp the concept of fashion. However, with the involvement of other industry players, fashion is now being embraced and supported.” Her recent experiences, such as the visit to Birmingham, UK fashion show, a highlight of the international resonance of her brand Lilly said, “we recently were pleasantly surprised by the familiarity people have with our brand”
The Lilly Alfonso brand has achieved remarkable progress, with its increasing visibility on prominent platforms leading to a wider reach, even attracting customers from previously untapped markets. The pandemic posed significant challenges, as it did for many businesses, but the brand has rebounded effectively, benefitting from the to increased social media access and engagement.
Drawing inspiration from iconic brands known for their longevity and impact such as Parisian icons Goyard and Louis Vuitton, England’s Burberry, Rome’s Bulgari, and many African clothing brands. Lilly Alfonso emphasises that the creative spirit emanates from idea generation and research, but drawing inspiration from others in key the brand’s remarkable success.
The resurgence of African fashion on the global stage is a testament to a confluence of factors, from a burgeoning pride in African heritage to the international acclaim garnered by African designers. This renewed interest is characterized by the integration of traditional African elements into contemporary fashion, appealing to a diverse audience worldwide. Lilly Alfonso notes, “In many important conferences, I observe that many women are opting for African-made designs, while men still predominantly wear European suits. However, it’s encouraging to see that men are also making efforts to incorporate African styles, although not to the same extent as women.”
The ascendance of African fashion can be attributed to cultural pride, global recognition, economic empowerment through local craftsmanship, the proliferation of fashion events and digital platforms, and celebrity endorsements. These elements have collectively fueled a significant surge in demand for African-inspired designs and traditional attire, signifying a broadening appreciation and embrace of African fashion.
Lilly Alfonso sources fabrics globally, depending on her travels, and also relies on local suppliers for high-quality materials suitable for everyday wear. The mission of the Lilly Alfonso brand is to craft clothing that transcends fashion to leave a profound impact on wearers, empowering them to express their true selves with confidence and flair. Looking ahead, the brand aims to expand its international footprint by entering four new countries within the next five years through strategic partnerships, collaborations, and franchise opportunities. This expansion is envisioned to not only broaden the brand’s market reach but also to foster meaningful connections and advance its mission of empowering individuals through distinctive, impactful designs, all while pursuing a visionary 100-year plan.
Expressing gratitude for the support her brand has received, Lilly Alfonso acknowledges the significant backing from both local and international partners. She said, “We have been fortunate to receive significant support from partners within Malawi and beyond, as well as endorsements and collaborations that have contributed to our success. Some of these key supporters and partners include Malawi Government, public sectors, corporation companies, Afrexim Bank, IATF (Intra Africa Trade Fair), Women of African Women, Lionesses of Africa, and many others. Their support has been instrumental in helping us achieve our goals and expand our reach, we are very grateful for the ongoing contributions to our journey.”
Alfonso’s work extends beyond fashion to empowering women and young girls in Malawi and internationally, through involvement in fashion and sustainability programs. She emphasizes the importance of self-esteem and ambition, stating, “Encouraging young women to respect themselves, invest in their dreams, and focus on their own growth and ambitions is incredibly important. Emphasizing the value of self-respect, independence, and the ability to achieve anything they set their minds to can inspire young women to pursue their aspirations with confidence and determination.”
“Having a vision to address and solve human problems is indeed crucial, when individuals and organisations are driven by a purpose that aims to improve the lives of others, it can lead to meaningful and impactful contributions to society. Whether it’s through innovative solutions, social initiatives, or humanitarian efforts, a vision focused on addressing human challenges can inspire positive change and make a lasting difference in the world”, says Lilly
While in Birmingham UK where she spent almost a week, she attended a charity event with three of her 100 year plan students who presented their collections. She says “This was an incredible experience for the students, their first ever international event. The event which was organised by Birmingham Children’s Hospital in collaboration with Birmingham South City College was a great success, we had great networks, most of all an unforgettable experience and a wealth of information we will be taking back with us to Malawi.
Lilly believes in focusing on genuine connections and meaningful impact, rather than being solely driven by social media metrics, is essential. Building a strong and authentic presence, rooted in good intentions and a desire to inspire others, can lead to more meaningful and lasting relationships with the people you aim to reach. It’s a reminder to prioritize substance over superficial measures of success and to stay true to your purpose and values.
