Mvuemba and her team are 'hyper-focused,' as she puts it, on the Hanifa customer — what they're saying, what they're buying, what they're responding to — and each collection is a reflection of that:
The title of the collection is also the designer's wish for the Hanifa customer: She wants these clothes — with their bright colors, statement-making cuts and eye-catching shapes — to help them be their most authentic, passion-driven selves.
"We began ideating and working on this collection almost immediately after the previous show," Mvuemba writes. "We wanted to think ahead and knew that this would be more bold and innovative than past Hanifa collections before... As we evolve as a brand, our customers do, too." Mvuemba and her team are "hyper-focused," as she puts it, on the Hanifa customer — what they're saying, what they're buying, what they're responding to — and each collection is a reflection of that. "Following the bleak early months of Covid, we can feel ourselves and our customers desiring joy," she writes. "Every piece in this collection is a call for enjoyment.
The ultimate goal, she says, is to create something that the customer can turn to at every single moment or milestone in their life: "With each collection launch, I hope to grow with the Hanifa woman, in whatever capacity that looks like. If she's getting married, if she's purchasing a new home, if she’s stepping into a new style or era — I want to give my customers an evolved piece of the Hanifa brand throughout every step of their journey.
With "Live Out Loud," Mvuemba wants to emphasize Hanifa's range, literally and figuratively. "As I've said before, I want to inspire others to live out loud, instead of playing it safe," she writes. "I want my customers to see themselves through this collection, and feel comfortable expressing themselves to the fullest. After 10+ years, I want everyone to know that Hanifa is only getting started.
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