Anifa Mvuemba, CEO of Hanifa

Congolese designer, Anifa Mvuemba, gave a preview of what catwalks might look like in a post-pandemic world with a collection using virtual models. Mvuemba released the latest collection for her fashion brand, Hanifa, on Instagram live and during the show, the digital models sashayed down the runway with the designer’s outfits draped on headless, three-dimensional bodies.The Pink Label Congo collection featured pants and dresses in vibrant colors and was described as the future of runway fashion by spectators.

While many would believe that the virtual catwalk was a result of the current Covid-19 quarantine conditions, Mvuemba told Dezeen that she has been using virtual figures in her work for quite some time as mock up during the brand’s sampling process.

The awareness created through Mvuemba strategic marketing has recently lead to Hanifa launching its Collette t-shirt, in partnership with Responsible Sourcing Network, which will see 20 per cent of proceeds donated to causes that fight illegal coltan mining. Many fashion brands have been been affected by coronavirus, unable to host any physical shows in which to display their collections but thanks to this innovative strategy showcased by a young African female designer, there is hope for the fashion industry during Covid-19.

HANIFA – 3D Digital Fashion Show | Pink Label Capsule Collection – A Tribute to African Seamstresses


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