Alf the Label takes NYC

My mission for Alf the Label has always been to create considered, timeless collections which fit seamlessly into the lives of stylish parents, bridging the gap between traditional parenting products, and ready-to-wear fashion accessories. 

Today, we made the most exciting announcement for the brand to-date - Alf the Label will be stocked in couture New York City boutique, Flying Solo from this weekend, and to coincide with our international expansion, our announcement that we will be the first parenting brand ever to take part in New York Fashion Week, in 2023 as part of the Flying Solo "Ones to Watch" runway shows. 

This is truly a pinch me moment.  

To think, the little brand I started at my kitchen table six years ago will be stocked in a luxury bricks-and-mortar store in Soho, New York where mothers from the other side of the world can walk in and see my designs, let alone be on the runway at the world's most famous fashion event, is surreal.  

And what is more, to be the first label to bring parenting fashion to such a mainstream fashion store and an event like NYFW is such an honour.  

Rihanna elevated pregnancy and maternity fashion when she fully embraced her pregnant belly stepping out in some of her boldest looks to-date. Now we are seeing mothers take a stand on their style and seek high-end options and sartorial investments to take them through many years of parenthood.  

The idea that just because we become a Mum we do not want to lose our personal style, is something I have worked on for years, creating pieces which look beautiful, but have all the functionality you need as a parent.  

So, I am incredibly excited to take my brand to an international arena, and to nowhere better than the international fashion capital of the world.  

More on the journey towards New York Fashion Week will be shared on our socials, so make sure you follow along with this exciting move for the brand you have grown to love.