By Anifa Mvuemba

Emerging ready-to-wear women’s brand Hanifa, by D.C.-based designer Anifa Mvuemba, blasted onto the scene with a digitally rendered model-slash-avatar in a digital runway show, hurtling her brand and the Congolese designer behind it all into the fashion world’s spotlight. 

TAA PR helped navigate the brand’s pivotal shift towards becoming a global brand. Using the agency’s media relationships, TAA PR leveraged the launch of the brand’s Spring/Summer 2022 collection to secure top-tier fashion coverage in Vogue, Harper’s Bazaar and more.

The agency executed a multi-pronged tactical approach positioning the brand’s founder as a thought leader among industry experts like Tommy Hilfiger on tech-forward panel discussions hosted by the New York Times. Whilst staying abreast of fashion’s trending viral moments, red carpet appearances and maintaining sound relationships with key industry stylists, TAA PR also honed in on celebrity sampling to further position Hanifa as a Hollywood “IT” brand, turning Cardi B, Ashley Graham, Quinta Brunson and Gabrielle Union into unofficial ambassadors. // Hanifa

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