With the rapid expansion of the COVID-19 pandemic, the global population’s lives have drastically changed. Our daily routines, which used to consist in going to school or work, seeing friends and running errands have been turned into staying in quarantine and learning how to deal with the fact that the world as we knew it will never be the same. The pandemic has not only affected society, but every aspect possible surrounding it – especially the economy and its respective industries. The truth is that businesses need to learn how to adapt to this new digital age of technology and isolation. The fashion industry is already starting to find new alternatives in order to adjust, and one of the most impacting moments yet was the digital fashion show presented last Friday, May 22, by the African label Hanifa.
What is Hanifa?
The brand is described as a contemporary Ready-to-Wear apparel line dedicated to celebrating the natural curves of a woman’s body. The designer behind Hanifa is Anifa Mvuemba, a 29 year old woman looking to create inclusivity and representation in the industry through her bold designs. Hanifa was launched in 2012 but started gaining attention last year thanks to social media and popular celebrities like Lizzo and Kylie Jenner wearing Mvuemba’s pieces. Hanifa offers feminine, classy yet abstract designs for all women – an interested buyer has a variety of sizes to choose from, thanks to the pieces ranging from size 0 to 22. As a WOC, Mvuemba wants to not only create a space of women of all sizes in the industry, but she is dedicated to bringing more representation of Black women like her. In an article from September of last year, Mvuemba said “Black women have to work so hard all the time and there are so many expectations. Everyone is watching and that motivates me to work harder, but I think certain barriers need to be broken and I’m hoping to be a part of that change.”
Pink Label Congo
Last Friday, via Instagram Live, Hanifa debuted their newest collection titled Pink Label Congo. Who was wearing the pieces? Invisible 3D models that Mvuemba had been working on for seven months prior. Mvuemba had used 3D mockups to help create ideas before, but this was the first time ever she created a whole collection only using said 3D models – it was a completely new process that made the work difficult but much more interesting. Using the virtual models made the clothing creation much more meticulous, since the designer had pay even more attention to detail than normal and make sure the clothing on the virtual models would accurately represent the beauty the collection was trying to convey. Due to the Coronavirus outbreak, Mvuemba was hesitant to release a collection and seem insensitive but came to the realization that the positive impact her show could have was worth it - and it definitely was. The virtual show was something that has changed the industry forever.
The Pink Label Congo collection was inspired by Mvuemba’s Congo hometown and the show started with a short documentary displaying different problems the country suffers from, like difficult mineral site conditions women work in and child labor issues. Mvuemba wanted to educate the reality of the country but also represent the beauty it exudes. The capsule collection consists of colorful, feminine pieces with detailed tailoring that tell a story.
An industry in constant change
Designers like Mvuemba are the ones that are changing the industry and transforming it into an inclusive space that celebrates all bodies, that prioritize activism and allow opportunities for all skin colors. Not only that, but the start of digital fashion shows is contributing to a more sustainable fashion industry – just this week Gucci announced the label would cut it’s number of fashion shows per year to reduce waste. This shows that change is possible and will bring positive outcomes in what can be an exclusive and rigid industry.
Thanks to women like Anifa Mvuemba, more people are getting inspired to work towards their dreams and contribute to an ever-changing industry that values creativity and meaning. Her designs are promoting inclusivity of all body types and skin tones, paying homage to African culture, all while being a sustainable brand and laying out the foundation for a developing digital age in fashion. It’s our job as the public to promote and support brands like Hanifa that are shaping the industry into something we have never seen before.