Hanifa's Virtual 3D Spring/Summer 2022 Show Inspires Women to 'Live Out Loud'
Hanifa debuted its spring/summer 2022 collection yesterday (June 21) through a virtual 3D fashion runway show on the ready-to-wear contemporary brand’s YouTube channel. Created by designer Anifa Mvuemba, the collection is about inspiring women to live out loud. “I wanted the spring/summer 2022 collection to be about actually stepping into that space of like this is where you are now, this is who you are and owning that,” Mvuemba tells EDITION.
Mvuemba’s newest collection encourages women to be themselves, proudly and loudly, and focus on what they love. “To show the world that you could be a girl from Congo, that’s based in D.C. and you can do all the things, everything, all of it and be successful and be good at it,” she says.
The collection features 28 looks of vibrant and bold patterns, colors, designs, and fabrics to mimic the idea of living your truth, loudly. From a bright orange and crystal-studded two-piece suit to a royal blue gown covered in tassels, and iridescent balloon dresses, the collection uses many fabrics, including one called “Liquid Silk Organza,” the collection has a tangible motion as it makes its way down the water-covered runway. “It moves and how it has just so much fluidity and however you walk and move with it, that's how the dress is gonna go with you,” Mvuemba continues.
The collection encapsulates elevation, evolution, and growth. The 3D element merges the gap between tech and fashion, elevating the runway experience for viewers everywhere. According to the press release, the show features striking imagery presented with tech-driven innovation as the background for each piece. The complete black background, water-covered runway, and high-tech imagery elevate this multi-media experience.
In addition, these pieces take up space with their loud colors and big characteristics, such as dresses with four tiers of ruffles and oversized button-ups covered in shimmering crystals. But these pieces still connect to the brand’s past collections, like 2020's pivotal Pink Label Congo. “Everything we do is tying into something we did in the past or showing everyone where we’re going and where we want to be,” says Mvuemba.
The pieces balance classic and seductive silhouettes displayed on various shapes and skin tones, all while embracing the natural curves of the female body. To top it all off, body positivity and confidence guru, Achieng Agutu closed out the show. “You see all these beautiful high fashion models on the runway and all that great stuff,” Mvuemba explains. “But when my customers see her closing it's like wow, we didn't forget about y’all.”
Even with the success of Hanifa’s previous collections and being the first brand to live-stream a virtual fashion show on Instagram in May 2020, Mvuemba was not always so confident. She explains how through this show, she wants people to be able to see her range as a designer and the incredible quality of the pieces in this collection. “For a long time I've always had this insecurity that I wasn't good enough,” she tells us. “I think it's normal. I think a lot of designers, especially Black designers feel that way.”
The recent show was not an overnight success, according to Mvuemba. The idea first sparked following the brand’s fall/winter 2021 show in DC. While ideas shifted and evolved, the planning for the show started last November. The small team of roughly 23 people worked to really bring this show to life for the world to see. “Everyone had a hand in this. From production to content managers to my design team to our fulfillment team, everyone was involved,” says Mvuemba.
Hanifa has been seen being worn by celebrities, models, and actresses alike, such as Beyoncè, Gabrielle Union, Ashley Graham, and Sarah Jessica Parker. The brand has also been featured in Vogue, Essence, Elle, and more.
The SS2022 collection—with sizes ranging from XS to 3XL—is now available for purchase online at https://hanifa.co/.