When first exploring Hanifa, a Black-owned luxury brand known for catering to the curvy community, I was intrigued by the immediate feel of Black inclusion, freedom, and imagination. This season’s vibrant purple, yellow, and orange garments unilaterally puncture holes in the standard ideas of creative expression. The brand’s creator and designer, Anifa Mvuemba, has shared that she finally found success when she let go of trying to fit into the industry standard. Representing unfiltered, raw, boundless clothes, ideas, and culture all stand at the forefront of what Hanifa is about. Yet, Mvuemba’s thoughtful impact doesn’t stop there. She creates a broader experience for her consumers by allowing them to give back.
1% of every Hanifa purchase is donated to a nonprofit of the consumer’s choice. A few of the options are The Loveland Foundation, which provides free therapy for Black women, girls, or gender-expansive people; Malaika, which is an opportunity to fund one year of education for three girls in the Democratic Republic of the Congo; and Courtney’s House, which supports six months of counseling for one survivor of child sex trafficking. Giving consumers the option to donate to causes that connect back to issues that touch their communities provides an alternative way to look at what kind of impact fashion can make.
Mvuemba’s mentoring program, created for other emerging designers called Concepts, also serves to make an inclusive voice in the fashion world. The program provides a way for other DMV designers, like herself, to gain access to the industry and provide guidance during their creative journeys. In addition, staying up to date with the latest sustainable clothing and ethical production practices is another way that Hanifa personifies a well-rounded, socially conscious luxury fashion brand.
Mvuemba was also heavily impacted by her mother’s well-tailored suits growing up, which inspired the brand’s signature look. Further, she shares that the vibrant colors and unique silhouettes are a way of paying homage to and embracing her Congolese heritage.
The brand’s ability to break through barriers doesn’t only exist in how they create unique designs. It is also a result of the brand’s public statements. In 2020, Hanifa became the first brand to live stream a runway show virtually through Instagram. Mvuemba debuted her ready-to-wear Pink Label Congo clothing line by showcasing them on invisible models wearing 3D-rendered garments. She points out that tech is essential for the fashion industry’s future and cites that the traditional ways of how we see ourselves and showcase new garments are evolving, so we must grow with them.
The Hanifa brand creates a new dialogue around what it means to intertwine tradition and evolution. The brand’s signature bright colors, detailed ruffles, fringe, and structured silhouettes serve a broader range of consumers, embracing every curve, and surpassing the beauty standard, along the way. Mvuemba inspires onlookers and fashion designers of future generations by showcasing the true nature of community, expression, and empowerment.
