As the coronavirus pandemic continues to soar and disrupt industries across all field, changing so many norms worldwide Hanifa has broken new grounds in an unprecedented move to make fashion shows more accessible by using 3D digital models to launch new collections online. Hanifa’s designer, Anifa Mvuemba, revealed that she already planned to launch her new collection, Pink Label Congo, online, but wondered if it was still the right move when the coronavirus pandemic changed everything.
Anifa explained, “The news came out about how serious things were, and I started to feel a bit anxious about everything going on. I started feeling like maybe it would be insensitive to create and share a new collection online while people were facing very difficult realities.”
With her designs, Mvuemba wants to celebrate the beauty of Congo, while drawing attention to the issues faced by people in the locale such as illegal mining. Using 3D models is a natural next step for Mvuemba, who says, “designing content using 3D models and now an entire collection has been a complete game-changer for me.”
And making the launch entirely digital has only been positive for the brand, as the designer revealed, “My decision to keep going could impact our customers for the better in ways I never imagined. That’s when I knew it was time.”
Instagram is also the great leveller when it comes to fashion, as Mvuemba explained, “We know that some people may never experience a fashion week or Hanifa showcase, so we wanted to show up for our audience where they show up for us daily. That’s when Instagram became the obvious choice.”
It’s challenging to be a force in an industry like fashion, where white-washed designers, models, and trends rise to the top. Mvenmba is a true visionary with the tenacity to change the status quo and challenge what brands stand for in 2020. We’re sure to see more designers follow the lead. Hanifa is officially the blueprint for the new fashion world.