Hanifa is pausing production.
Designer Anifa Mvuemba, founder of the Maryland-based fashion label, told The Cut she is stepping away from active production after nearly 15 years, saying she does not “really feel inspired right now” following months of public scrutiny tied to order delays.
In a statement shared with the outlet, Mvuemba said she is choosing not to “rush just to prove resilience” or “pretend everything is fine just to keep momentum,” signaling that the pause is indefinite.
The move follows backlash surrounding Hanifa’s annual “Hanifa Friday” sale in November. According to Mvuemba, production delays from manufacturers disrupted shipping timelines on some preorder items. While many customers received their garments, others reported extended waits and said they had purchased pieces for specific events that passed before orders arrived.
The complaints gained traction across TikTok, Instagram, and YouTube, where customers documented delayed shipments and criticized communication from the brand. The online conversation expanded beyond logistics, with some questioning quality, sizing consistency, and customer prioritization.
Mvuemba publicly addressed the issue earlier this year, apologizing for communication gaps and stating that orders were expedited and refunds issued where applicable.
The timing of the controversy coincided with a personal milestone. Mvuemba gave birth in December and returned from maternity leave early to manage the crisis.
She also reflected on the pressure faced by founder-led brands, particularly those led by Black women, writing that “the margin for grace is thinner.”
Founded in 2010, Hanifa built a strong direct-to-consumer following known for bold color palettes, curve-accentuating silhouettes, and extended sizing. The brand drew global attention in May 2020 for hosting a groundbreaking all-digital runway presentation using 3D-rendered garments — a moment widely recognized as a turning point for virtual fashion shows during the pandemic.
Despite the recent turbulence, Mvuemba made clear that the pause does not necessarily signal an end.
“There’s also so much gratitude in knowing we’re still here,” she said. “I don’t know exactly what the future of Hanifa looks like at this very moment.”
Hanifa has not announced a timeline for resuming production.
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