The internet can be the designer Anifa Mvuembathe greatest wealth of In 2020, her runway show on Instagram Live Pink Congo sent 3D models, imitating female bodies, down the runway wearing her curve-friendly silhouettes. The show went viral, turning the fashion industry on its head. Not only did it create greater excitement around its Hanifa brand, it also encouraged the industry to rethink digital presentations of fashion collections. A year later, after the ban on in-person events was lifted, she did it again, transforming the National Portrait Gallery into a whimsical reality for her first in-person show. The title show Dreamsoffered a reflection on her career journey since starting Hanifa in 2011 and demonstrated her commitment to the DC area.
Always ahead of the curve, Mvuemba was exploring the digital world of fashion before the pandemic and was looking for the ideal situation to combine her love of graphic design with technology. The 30-year-old has always enjoyed exploring the many facets of design, and virtual reality, she notes, was naturally the next realm to conquer. And she conquered it. After her 2020 Instagram show, Hanifa saw increased sales and an expanded audience base.
Although New York is considered the fashion capital of America, Hanifa is based in Baltimore. Born in Nairobi, Kenya, Mvuemba immigrated to the nation’s capital with her family in 1993. While attending Gaithersburg High School, where she participated in a fashion program, Mvuemba began to develop her fashion perspective. Today, she credits her high school program director for inspiring her career in the fashion industry. But her study of fashion really began in Baltimore, where she enrolled in fashion courses at Morgan State University and learned to sew.
Just before her birthday in 2011, says Mvuemba City paper she was unable to afford a new dress. Instead of wearing a recycled outfit for her party, she made a chartreuse tube dress. She shared and modeled her work on Instagram and suddenly requests started flooding in. Her friends wanted Mvuemba dresses and Hanifa was born.
A decade later and the brand is shaping the industry, from how collections are displayed to who wears Mvuemba’s designs. Today, Hanifa is worn by A-list celebrities Beyonce, Gabrielle Union, Ashley GrahamAND Sarah Jessica Parker. However, women of all body types and economic classes wear her designs, thanks to the inclusive sizes and affordable prices. Prices for her latest collection range from $179 to $2,400. “We consider the fit and lifestyle of everyday women for each of our collections. We have more in common with each other than social media can portray,” she says.
Regarding Hanifa’s 28-piece Summer 2022 collection, Live Out Loud, Mvuemba says, “I strongly believe that fashion should not be limited.” Like most of her pieces, which are known for being ultra-feminine, with bold colors yet approachable in design, Live Out Loud features sheer and feathered dresses, flared pants and sexy cuts.
In June, Live Out Loud was launched through Hanifa’s YouTube channel, marking another first for the designer. While the collection took months to produce, the digital show, complete with a green-screen catwalk, was cast and filmed over the course of a week in a Brooklyn studio.
“We like to have options and versatility. Whether in 3D or in real life, we prefer whichever platform will tell the story of our collection at that time, expressing the women behind the clothes,” she says.
In Mvuemba’s eyes, the people who wear her clothes are diverse and very passionate about life, an understanding that transcends celebrity status. “She is unstoppable in any capacity or field of interest. Most importantly, she is a girl’s girl who loves to see women win,” says Mvuemba
Her Spring/Summer 2022 collection continues to explore themes of women’s empowerment. “Living out loud means living freely, authentically, and confidently,” she says. “Our brand ethos is a special call to women who are limitless and bold in every aspect of their lives, not just their fashion choices.”
The collection is an “explosion of color” that embraces texture and movement. The designer notes that the warmer months symbolize growth and blossoming, similar to Hanife’s more than 10 years of influence on millennial women who are evolving in their lives and careers. “We inspire each other to pursue more,” she says.
And like the women who wear it, Hanifa continues to evolve. Under the brand, Mvuemba plans to continue cultivating her mentorship program, which she launched in 2020. Concepts by Anifa M. aims to equip emerging designers in any capacity with the tools they need to launch and build a successful brand. The program started with an eager class of 15 young designers ready to learn. “We are currently working on perfecting the program to guide young talents in what they need to start and/or expand their design business, fashion or otherwise,” says Mvuemba. As she continues to expand her fashion dynasty with Hanifa, Mvuemba is also looking to debut collections in both bridal wear and beauty.
Growing up in the DC region and establishing her base in Baltimore remains part of what makes Mvuemba and her brand unique. She wants to show designers and fashion lovers what is possible to build in your own backyard when you are dedicated to doing the work. “I want emerging designers to know that they can start and grow their business from a place that supports them,” says Mvuemba.
