In surprising news this week, Anifa Mvuemba, founder of the womenswear label Hanifa, has announced that the brand will pause production indefinitely after nearly 15 years in operation.
Mvuemba, while revealing the decision, explained that she no longer feels creatively inspired and wants to step back rather than “pretend everything is fine just to keep momentum.”
The pause comes months after the brand faced backlash following its “Hanifa Friday” sale in November 2025, where many customers placed pre-orders but experienced significant delays receiving their garments.
Mvuemba acknowledged the issues publicly, apologizing for the delays and confirming that orders were expedited or refunded where necessary. The designer also revealed that she cut short her maternity leave after giving birth in December in order to handle the crisis surrounding the brand.
She also reflected on the pressures that come with running a founder-led fashion business, particularly as a Black woman in the industry. Mvuemba described the intense scrutiny and online criticism as emotionally draining, noting that the experience forced her to reconsider the pace at which the brand was growing.
Founded in 2012, Hanifa built a global following for its bold colours, curve-accentuating silhouettes, and inclusive sizing. The brand captured global attention during the COVID-19 pandemic when it staged a groundbreaking digital runway show featuring 3D-rendered garments, a moment widely seen as a turning point for virtual fashion presentations.
Despite the current pause, Mvuemba made it clear that the decision does not necessarily signal the end of the brand. For now, Hanifa will focus on fulfilling existing orders while the designer takes time to reflect on the future of the label.
“I don’t know exactly what the future of Hanifa looks like at this very moment,” Mvuemba, who featured in our African Designers That Are Changing the Face of Global Fashion article, said, adding that she is allowing herself space to reset after years of building the brand.
