Rolling out and Lexus are advancing the narrative of Black creative expression with the launch of a three-part series for the Lexus RX called “The Edge of Black Creativity” where they are celebrating Black creatives who use superior craftsmanship, creativity, technology, and materials to advance a powerful Black cultural narrative and reimagine a new world.
Anifa Mvuemba is the founder and creator of the fashion brand Hanifa, a global luxury brand that puts creativity at the heart of its strategy while crafting tomorrow’s luxe in a responsible approach. They believe that women should be empowered to break barriers, achieve excellence in every aspect of their lives, and make their own rules. They capture the beliefs in their signature motto: “For women without limits.”
How would you describe your craftsmanship?
Craftsmanship plays a huge role in what I do because I think it’s important in my industry, and it’s important to me as a designer. It’s something that I am still learning and developing. I started my company in 2012, so there’s been a lot of trial and error. I love to learn, I spend a lot of time studying, I spend a lot of time trying new techniques, and just understand and get deeper into my craft. I think spending that much time focusing on that allowed me to become who I am today, and also be an expert in my lane.
Tell us about your brand, Hanifa.
At Hanifa, we often talk about the limitless woman, which means living completely limitless and doing everything your heart desires. I keep my artistic edges by not living with limits. I hate boundaries. I like to do what I’d like to do, and I think that has allowed me to push myself and challenge myself, and being a leader in my industry.
What source of technology has helped along the way in your creative process?
Some technology that I want to get into is the virtual reality space. I think it goes hand in hand with the 3D space, which allows people to have more interactive experiences. I think that will be a cool way to elevate my brand and elevate the experience for my customers.
What advice would you give to Black creatives?
I think there’s just so much more to us, as a culture. There are so many realms and so many different things. I think looking within and trying out new things means a lot, and I think that goes back to being limitless and just pushing those boundaries. There’s so much out there that we haven’t discovered and haven’t tried, and I think we have a way of being leaders. I’m looking forward to seeing more Black creatives in the 3D space, and I’m looking forward to seeing the fashion industry expanding with Black designers and seeing the high seats of corporations, and being creative directors for big brands and names.
What makes a brand successful?
I like to give my viewers and my customers an experience. I like my creative spaces and I think it’s such a beautiful thing. I think it’s a part of who I am. It’s a part of my work. I think it’s a cool way to create a connection with your customer base, and I love going all out for our presentations. I love diving deep into things. I love experimenting with things. I love incorporating my customers into our experiences. It’s all about that connection, and I think that allows a brand to become successful.
Where does your spark come from when you’re creating art?
I create with my audience in mind because I feel like I’m also within that space. My customers are so important to us, down to the very beginning stages of crafting or coming up with a pattern because we’re also about size inclusivity.
