Designer Anifa Mvuemba wants to celebrate the city's hustle and drive
"Knitwear has become part of our DNA. We're constantly trying different things and different techniques; we're always trying to elevate. I saw a tweet earlier today that said something like 'You can always count on Hanifa to create something new and something unique,'" Mvuemba says. "That's so rewarding to hear, because that's what I'm aiming for as a designer.
Mvuemba has worked hard in recent years to expand past the lookbook when it comes to showcasing her latest collections. There was her career-defining 3D digital model show at the height of the pandemic, and a VIP-filled runway presentation in her home city of Washington, D.C, just a year later. This time around, Hanifa's campaign visuals serve as a love letter to the brand's biggest fans—New Yorkers—and the high-energy lifestyle so many of her customers embrace.
There will always be more on the horizon for the designer; she's launching a bridal category later this year and has expanded successfully into shoes as well. But for right now, she's celebrating the community that has helped her brand thrive."New York symbolizes that hustle and bustle," the designer adds. "That's why in the campaign visual you see the model running around the city and doing what she has to do—that's where I'm at in my life right now.
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