NYFW 2020 Runways | Hanifa Delivers a 3D fashion experience bridging the gap between traditional runway and our "New Normal"
On Friday, May 22, 2020, 29-year old designer Anifa Mvuemba, of RTW brand Hanifa launched a spectacular 3D experience debuting innovative technology that changed the runway game as we’ve known it. Blown away was the feeling that left thousands of viewers who watched the IG Live’s twenty-minute presentation, sharing encores and praises after witnessing fashion history in the making. The presentation included a foreword chat by the designer detailing her process and the connection of her new Pink Label capsule collection to her Congolese roots. As we navigate through our “new normal” in a post-COVID world, Hanifa seems to be the compass for the world of fashion and the future of runway.
The release of the Pink Label Congo collection via Instagram live by Hanifa has social media influencers, celebrities, and fans raving about the designs. Inspired by the majestic women of the Democratic Republic of Congo, and conscious of the historic disparities in central Africa. Friday evening, more than 10,000 viewers tuned in to watch the Hanifa livestream that gave an in-depth look at how a solution-driven mission led to the creation of the latest capsule.
Editorial Assistant of Teen Vogue, Asia Milia, said “I am in complete awe of Anifa’s talent and growth as a designer. From the international storytelling, to the attention to detail, to the curves that we rarely see on a runway, it was a prime experience from beginning to end. Hanifa has officially raised the bar for the entire industry.”
As promised, Hanifa presented a virtual fashion with 3D models who showcased pieces like the Kinshasa Backless Mini Dress, Orélie Skirt, Veronique Blouse, and more. Actress Karrueche Tran raved about Hanifa’s premiere, posting a clip of the digital fashion show to her Instagram page, stating, “I can’t stop watching.”
Hanifa’s Designer and Creative Director, Anifa Mvuemba, expressed her intention in using elements of the Democratic Republic of Congo to incorporate into the detail, stitching, and color of her collection; “The red symbolizes pain, the blue represents peace, and yellow stands for hope, all colors of the Congo flag.”
Not only did Hanifa innovate the fashion industry, but the women’s contemporary brand raised awareness on the abuse, extortion, and forced labour of illegal Coltan mining in the DRC. Coltan is a mineral found mainly in eastern Congo, and when refined, it’s used as a capacitor in electronics like cell phones and laptops. The illegal mining and sale of this mineral to American manufacturing companies has led to war, forced labor, and abuse of congolese women and children. Hanifa is using the latest release to empower individuals to support families and villages in Congo, since our tech-savvy culture indirectly contributes to the pain and extraction of natural resources.
Hanifa launched the Collette t-shirt as a social impact campaign to reflect the hope of Congolese people. In partnership with Responsible Sourcing Network, Hanifa will donate 20% of the Collette t-shirt to fight illegal coltan mining and support underserved families. To shop the Pink Label Congo Collection, visit hanifa.co/collections/pink-label or @HanifaOfficial on Instagram.
Designer Anifa Mvuemba, post 3D show debut
A day after the Show, Anifa overwhelmed with joy, shared and instagram post expressing her deep gratitude to her team and all of her supporters stating: “… I received my flowers ya’ll.” Watch an encore of the show here. Major brands and the industry at large have taken notice and we are excited for the designer as well as looking forward to seeing what’s next for the brand.
Reported by Janet Igah