The designer swimwear shop and bespoke fitting and design service based off London’s King’s Road, designed specialist bikinis, Beach wear for Alex’s appearance at the Fitness America competition in Miami in 2009 – which was her first competition.


Hannah Smith, advisor for the bespoke range and store manager said: “We’ve always offered bespoke swimwear, but Alex was the first customer to approach us for costumes to wear in fitness competitions. Since then, other competitors have approached us, which has prompted us to offer this new service. We design the outfits in conjunction with the customer to make sure that it’s absolutely right for their personality and the image they want to convey - whether it’s covered in jewels or something more simple.”


Alex, originally from Northern Ireland, is a personal trainer and nutrition expert. Since entering the competitive circuit she has quickly attracted attention from the media, sports brands, and followers alike. She has been featured in numerous modeling shots and articles in a variety of magazines (Women’s Fitness, Ultra Fit, WBFF’s Fit and Firm, ExtraFit and Fitnorama), and is a Gaspari sponsored athlete. 


More recently, international fitness celebrity Jennifer Nicole-Lee has selected her to be one of the elite group of fitness models to accelerate their careers through her Fitness Model Factory. Alex’s next competition is the WBFF in Toronto on the 27th August.

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Debenhams launches its innovative new 'Slimsuit' which has been dubbed a 'diet in a swimsuit' for its ability to create the illusion of instant inch-loss.


The fashion retailer is expecting record sales of the swimsuit, following customer research revealing that 92% of women dread getting into their swimwear and 55% of those questioned said they slimmed down prior to their holidays.


As a result, Debenhams took the measurements of 5,000 British women to help create the perfect figure-sculpting shapewear swimwear.


Sasha Nagalingham, swimwear buyer at Debenhams said: "The challenge was to use data to create a suit that accentuates the good bits, and smoothes the lumpy bits without making women feel like they're wrapped in cling-film. It's Spanx for the beach."


The majority of women (55%) agreed that the top body worry when stripping off for the beach to put on a swimsuit or bikini, Beach Wear was a flabby tummy, with the need for bust support coming a close second (37%).


A staggering 98% of women identified feeling and looking 'shapeless' in a swimsuit as one of their top five concerns.

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