The final twelve months have been enormous for Hanifa.
The label based by Anifa Mvuemba was a CFDA/Vogue Vogue Fund finalist, debuted footwear and dressed Barbie. It additionally staged its first runway present in Washington, D.C. For its subsequent assortment, although, Hanifa goes again to its roots, in a approach, revisiting the digital format that made it go viral again in 2020.
“What we take pleasure in about sharing our collections, whether or not digital or in-person, is reflecting our buyer base and the neighborhood of ladies we design for,” Mvuemba tells Fashionista. “This season, we determined to current a point-of-view runway present to immerse viewers into the complete expertise of our assortment. Oftentimes, the logistics and manufacturing of placing on a bodily present can distract from the primary present, we needed to return to our past love… the garments.”
Along with making headlines across the globe, Hanifa’s digital 3D trend present for “Pink Label” again in 2020 brilliantly achieved one thing so many others had been attempting to do amid a worldwide pandemic that compelled the world to lock down: create an attractive, memorable on-line expertise round a group reveal. With the information it is gleaned from its digital and bodily debuts alike, the model premiered its Summer season 2022 providing — dubbed “Dwell Out Loud” — on Tuesday evening by way of a brief movie that “mirror[s] the digital with the bodily,” per Mvuemba. The seems grew to become accessible for buy instantly.
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The title of the gathering can be the designer’s want for the Hanifa buyer: She needs these garments — with their vivid colours, statement-making cuts and attention-grabbing shapes — to assist them be their most genuine, passion-driven selves.
“We started ideating and dealing on this assortment virtually instantly after the earlier present,” Mvuemba writes. “We needed to suppose forward and knew that this may be extra daring and progressive than previous Hanifa collections earlier than… As we evolve as a model, our prospects do, too.”
Mvuemba and her group are “hyper-focused,” as she places it, on the Hanifa buyer — what they’re saying, what they’re shopping for, what they’re responding to — and every assortment is a mirrored image of that. “Following the grim early months of Covid, we will really feel ourselves and our prospects needing pleasure,” she writes. “Every bit on this assortment is a name for enjoyment.”
The final word aim, she says, is to create one thing that the client can flip to at each single second or milestone of their life: “With every assortment launch, I hope to develop with the Hanifa girl, in no matter capability that appears like. If she’s getting married, if she’s buying a brand new dwelling, if she’s getting into a brand new type or period — I wish to give my prospects an advanced piece of the Hanifa model all through each step of their journey.”
With “Dwell Out Loud,” Mvuemba needs to emphasise Hanifa’s vary, actually and figuratively. “As I’ve stated earlier than, I wish to encourage others to stay out loud, as a substitute of taking part in it protected,” she writes. “I would like my prospects to see themselves by means of this assortment, and really feel comfy expressing themselves to the fullest. After 10+ years, I would like everybody to know that Hanifa is just getting began.”
See the complete Hanifa “Dwell Out Loud” assortment within the gallery under.
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