The Covid-19 pandemic is changing so many industries worldwide, including the fashion industry. Fashion houses and designers are currently looking for new ways to showcase their work. And one who has totally raised the bar even higher is Hanifa. The brand showcased its Pink Label capsule collection using 3D digital models on instagram live.
It was an extraordinary show that had social media influencers, celebrities, and fans shocked. Inspired by the majestic women of the Democratic Republic of Congo, and conscious of the historic disparities in central Africa. Over 10,000 viewers tuned in to watch the Hanifa livestream. Showcasing an in-depth look at how a solution-driven mission led to the creation of the latest capsule.
In an interview with Teen Vogue, Hanifa’s designer, Anifa Mvuemba; revealed that she already planned to launch her new collection, Pink Label Congo, online. But wondered if it was still the right move when the coronavirus pandemic changed everything. Mvuemba explained, “The news came out about how serious things were and I started to feel a bit anxious about everything going on. I started feeling like maybe it would be insensitive to create and share a new collection online while people were facing very difficult realities.”
Hanifa virtual fashion show with 3D models showcased pieces like; Kinshasa Backless Mini Dress, Orélie Skirt, Veronique Blouse, and more. Talk about summer pieces to lust over. Even 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.”
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, as well as abuse of congolese women and children. Hanifa is using the latest release to empower individuals to support families and villages in Congo. Since the tech-savvy culture indirectly contributes to the pain and extraction of natural resources.
Hanifa also launched the Collette t-shirt; 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.
Watch an encore of the show here.
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