Updated: Jun 15
How will designers cope with social-distancing guidelines making it nearly impossible to stage a full-scale runway show with models, make-up artists and countless others whose collaboration depend on close contact?
They can take a leaf out of Hanifa's book. This weekend the brand went digital, presenting a fashion show with 3D Models in replacement of the real deal, to launch its latest collection. The possibility to see a full collection without flouting lock-down rules, is the perfect antidote to the times we are living in.
Designer Anifa Mvuemba told Essence Magazine, “We create for women without limitations, I found that the 3D world gave me a place to innovate.”
Mvuemba's Pink Label capsule collection, inspired by her native Congo, premiered on Friday, May 22nd, at 7 p.m. but due to technical difficulties it premiered on Hanifa's bridal instagram account instead of her main channel. Clearly it will take a while to work out the kinks, however the idea of using 3D models or augmented reality could be a welcome one for small designers and brands who will find themselves in a tougher financial position following the Covid-19 pandemic.
For her part Mvuemba has been experimenting with digital models to sell clothing for a while, using them to present pieces on the Hanifa instagram in early May.
With the industry finding its self in an unprecedented situation, will virtual fashion shows showcased on social media be the way forward?
It does allow designers to reach audience who may have never been able to access the brand or collection before.
Hanifa told Teen Vogue "We know that some people may never experience a fashion week or Hanifa showcase, so we wanted to show up for our audience where they show up for us on a daily basis. That’s when Instagram became the obvious choice.”
It seems the future of fashion, at least for the time being, is virtual.
Shop the collection hanifa.co