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 method, 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 total 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 old flame… the garments.”
Along with making headlines across the globe, Hanifa’s digital 3D style present for “Pink Label” again in 2020 brilliantly achieved one thing so many others had been attempting to do amid a worldwide pandemic that pressured the world to lock down: create an interesting, memorable on-line expertise round a group reveal. With the data it is gleaned from its digital and bodily debuts alike, the model premiered its Summer time 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 appears to be like grew to become obtainable for buy instantly.
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The title of the gathering can be the designer’s want for the Hanifa buyer: She desires these garments — with their brilliant 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 nearly instantly after the earlier present,” Mvuemba writes. “We needed to assume forward and knew that this could be extra daring and progressive than previous Hanifa collections earlier than… As we evolve as a model, our clients do, too.”
Mvuemba and her crew 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 are able to really feel ourselves and our clients wanting pleasure,” she writes. “Every bit on this assortment is a name for enjoyment.”
The last word objective, 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 residence, if she’s getting into a brand new model or period — I need to give my clients an developed piece of the Hanifa model all through each step of their journey.”
With “Dwell Out Loud,” Mvuemba desires to emphasise Hanifa’s vary, actually and figuratively. “As I’ve mentioned earlier than, I need to encourage others to reside out loud, as a substitute of enjoying it secure,” she writes. “I need my clients to see themselves via this assortment, and really feel comfy expressing themselves to the fullest. After 10+ years, I need everybody to know that Hanifa is barely getting began.”
See the total Hanifa “Dwell Out Loud” assortment within the gallery beneath.
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