Born in the Algarve, Worn Globally

Born in the Algarve, worn globally - The story behind Design by Lalani Inspired by the lifestyle of the Algarve, Design By Lalani presents a refined perspective on modern resort wear for women with a confident , global sense of style. Q. Tell us about yourself and what led you to create Design By Lalani I’m Ashraf Lalani-Cooper, founder of Design By Lalani. Originally from Pakistan, I moved to London over 20 years ago, where I built a career in management consulting and banking. It was a fast-paced world that I really thrived in, and London still feels like a second home. Moving to the Algarve as a new mother marked a turning point for me. The slower pace, the light, and the lifestyle created space to reflect and rethink what I wanted next. Design By Lalani grew naturally from that moment— rooted in my long-standing love of fabrics, craftsmanship and pieces that feel special the moment you wear them. “Lalani” is my maiden name, so the brand is also deeply connected to my heritage. Q. What is Design By Lalani and what makes it exclusive? Design By Lalani is a luxury resort wear brand, focused on kaftans and fluid, effortless silhouettes. Each piece is handcrafted using carefully sourced fabrics and produced in limited quantities —once a fabric is gone, it isn’t repeated. That’s really important to me. It keeps each piece feeling individual and avoids the idea of mass production. The collections are released in small, curated drops, which naturally creates a sense of rarity. “Born in the Algarve, worn globally” captures the essence of the brand—it’s inspired by this lifestyle, but designed for a woman whose world is much broader. DESIGN BY LALANI Q. What makes your pieces different? For me, it’s about versatility and ease. Resort wear can sometimes feel quite limited—something you only wear on holiday. I wanted to create pieces that move with you throughout the day. From beachside mornings to long lunches and into the evening, they adapt without needing to be over-styled. The fabrics— silk, chiffon and embroidered textiles— bring a sense of luxury, while the silhouettes remain relaxed and fluid. It’s about finding that balance between comfort and understated elegance. Q. Who is the Design By Lalani woman? She can be in her 20s or her 70s—it’s not about age. She’s confident, well-travelled and understands her own style. She chooses pieces that feel right for her, rather than following trends. She’s drawn to quality, texture and movement, and appreciates clothing that fits into her lifestyle rather than defining it. The pieces are often one-size and designed to drape across different body shapes, making them both inclusive and easy to wear. Q. What’s your vision for the brand over the next few years? The vision is to grow Design By Lalani into a globally recognised resort wear brand, but in a way that feels considered and true to its identity. That means curated capsule collections, meaningful collaborations, and a presence in carefully selected locations—whether that’s luxury boutiques, hotels or international events. At the same time, maintaining a sense of exclusivity is key. It’s about growing, but not losing what makes the brand special. Q. Where can readers discover the collection? The collection is available online at www.designbylalani.com, alongside curated pop-ups and brand events across the Algarve. Through “Dressed by Lalani”, we also offer a more personal styling experience—private appointments for individuals or small groups, creating a space where clients can connect with the brand in a more relaxed and tailored way. Instagram - @design_by_lalani Whatsapp - +351 927 307 857 DESIGN BY LALANI