16 Jun Fashion goes Virtual with Anifa Mvuemba
- Mvuemba uses technology to turn the fashion industry on its head.
- Fashion events pivot to Digital due to pandemic
- Fashion week evolves from B2b to B2C
- Fashion Video Livestreams increases sales to adapt or die
Congolese American designer Anifa Mvuweba hacked Social-Distancing and presented her brand “Hanifa’s” ready to wear range “PINK LABLE CONGO” as a livestream a virtual runway show on the Instagram platform. Mvuemba’s use of digital technology was visually striking. The show featured no models, directing the focus to the detail of the clothes. Mvuweba, has garnered a celebrity fan list including include Kylie Jenner, Lizzo, Cardi B, Kelly Rowland and Jennifer Hudson. The ground breaking show created a strong online buzz resulting in pre-orders and a foreseeable growth in her business and brand, regardless of a recession and pandemic.
As the pandemic effects global travel and in person gatherings, the pivot from traditional fashion shows to digital ones is a necessitated one. It also indicates a shift in the industry’s traditional buying paradigm from B2B to B2C. For starters, fashion consumers and fans can have the same experience that fashion editors and buyers do, but more importantly purchase. Shanghai’s digital fashion week had more than 11 million viewers with their livestreams and took in sales of $2.8 million. In China, livestreaming is already a popular way to shop.
The digital fashion show has taken the fashion’s industry’s adapt or die position to an exciting view of how the business is innovating itself.