Being a fashion enthusiast means staying up to date with the latest trends and style advancements not only from Africa but around the globe. Some individuals go to great lengths to change people's perspectives on fashion trends by exploring various alternatives. Let's introduce you to Lorraine Kljajic, a businesswoman and the proud recipient of the Africa Fashion Promoter of the Year award.
Lorraine Kljajic is not just a fashion icon; she's also an entrepreneur and the visionary behind the Lush Africa Foundation. Within this foundation, she has spearheaded two remarkable initiatives: Miss Culture Global and Miss and Mrs. Culture Malawi, along with The Africa Fashion and Arts Festival. Her journey with Lush Africa began in 2014 when the company primarily offered talent management, music distribution, and event management services in Malawi. In 2016, Lorraine expanded her operations into South Africa and further reached Eswatini in 2018.
One of her significant contributions is the Miss and Mrs. Culture Malawi beauty pageant. This platform provides young women with opportunities to showcase their talents, promote cultural diversity, and empower participants through personal development and leadership opportunities. Lorraine said in an interview in The Nation newspaper, "Culture can be a unifying agent, a tourism booster, and an identity. I created this pageant for women to be proud of their culture, whether it's language, food, clothing, or music."
Moreover, Lorraine has keenly observed and addressed societal biases and misconceptions surrounding women in the beauty and fashion sector. She believes that labelling these women as immoral is subjective and rooted in stereotypes perpetuated by societal biases. She emphasises that such beliefs fail to recognize the diversity and individuality of those involved in these industries. Also, Lorraine goes beyond this and actively engages in conducting business seminars and providing mentoring programs to support the career development of young individuals.
Lorraine Kljajic is not just a fashion enthusiast but a trailblazer in the industry. Her dedication to promoting culture, empowering women, and challenging stereotypes makes her a true Africa Fashion Promoter of the Year and a significant figure in the world of fashion and entrepreneurship.
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