Long before Covid-19 disrupted our lives and the schedule of fashion shows, Congolese designer Anifa Mvuemba had started thinking about alternative ways to present the collections for her brand Hanifa and make sure that people who don't usually have access to her shows would have been able to get a seat in the front row.
Then Coronavirus came and she realised it would have been unfair to launch a proper collection, also considering the unstable financial situation of many consumers. So in May she decided to reunite her two ideas - reaching out to people all over the world and presenting them with a more compact collection - and she did so launching on Instagram TV a peculiar virtual show to present her Pink Label Capsule Collection.
The collection featured 6 designs, from casual to elegant, including the A line "Kinshasa" backless pleated mini-dress 2ith exaggerated sleeves, in a palette comprising vibrant shades of red, blue and yellow - a reference to the flag of the Democratic Republic of Congo (DRC) and a metaphor for pain, peace and hope - a curve-hugging maxi dress with ample pockets and side ruching, a denim jumpsuit and a floor-length silk Mái gown and mini-skirt with a digital print of the Congo River.
The peculiar thing about this presentation was the fact that the designs were donned by invisible 3D models, but it was still possible to imagine how they would look on real bodies as the renderings of Anifa Mvuemba's designs were characterised by the shapes and silhouettes of the bodies of real women.
There was also an added value to the collection: before the show, the designer introduced her creations explaining how she conceived them as tributes to African seamstresses to make people feel empowered and prove that great things can come out of all sorts of places and countries.
Last but not least, the presentation also had an educational purpose as it touched upon the illegal Coltan (a mineral used as a capacitor in electronics like cell phones and laptops) mining processes in the Democratic Republic of Congo (DRC), inviting consumers to think twice about what powers their technology and be aware of the harmful effects it has on the Congolese people and the environment (to this purpose the designer also did a T-shirt available on Hanifa's site; in partnership with As You Sow, 20% of this T-shirt will support initiatives against the illegal mining of Coltan).
Mvuemba started designing in 2011 and launched her business a year later, but it was only recently that she got more attention also thanks to this 3D difital runway.
So far Hanifa has won the support of celebrities such as Kylie Jenner, Lizzo, Beyoncé and Zendaya, but Anifa Mvuemba seems more interested in winning the loyalty of ordinary customers and she is doing so offering her designs in a wide range of sizes going from XS to 2XL.
Fashion may not have all the answers and solutions to the many social issues of our times, but, as Mvuemba proved with her collection, it can still be part of the solution and also help raising awareness.
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