Did Hanifa Deserve the Backlash it Received?
@anifam/Instagram
The energy of cancel culture and holding people accountable have become so normalized that we rarely blink an eye if we feel the person on the receiving end deserves them. But a bigger question that comes to mind is what determines who is or isn’t deserving of grace? It’s a broad question filled with many nuances that makes it subjective, especially when money is involved.
In a time where more consumers are online, brands like Hanifa are facing the reckoning of what happens when people feel there isn’t proper communication about the status of their orders. As a result of social media and production issues, its founder Anifa Mvuemba has made a decision to recalibrate.
Yesterday, Hanifa’s email subscribers received an email titled “This wasn’t an easy decision,” and found it contained a letter written by Mvuemba. Though she provided a brief snapshot of why Hanifa is “pressing pause,” the brand founder felt safe to explore a deeper truth in conversation with The Cut. In short? Mvuemba shared that she’s not “inspired right now” and it’s something most creatives can identify with.
“I don’t want to rush just to prove resilience. I don’t want to pretend everything is fine just to keep momentum…The time away from friends and family. The moments with my children I won’t get back. Is it all worth it? Was it,” she ponders. Let’s peel back the layers of what led to this decision.
The Black Friday Sale That Eventually Caused an Uproar
Known for its aesthetic and statement pieces, Hanifa rarely held sales until Black Friday. Affectionately known as Hanifa Friday, this site-wide sale was something loyal and new customers who were curious about the brand eagerly waited for. At up to 45% off, coveted pieces were suddenly within reach of those who love saving a few coins, but it became clear something was wrong shortly after the sale.
While customers expected there to be delays, some began complaining when they hadn’t received their items and felt Hanifa’s customer service was lacking during this time. In January, one customer shared she purchased items from Hanifa for the Grammy’s and had yet to receive her order on January 7th.
One of the comments stated:
“STORY TIME: when Hanifa was a student, before she started her brand, she was a designer/tailor in the DMV. Wayyy back in the day. I paid her like a $200 or sumn like that deposit when I was in HS to design a prom dress for me. We had 1 fitting 3 weeks before prom. I never saw her or my hard earned sales associate coins EVER AGAIN😂😂😂😂”
But what stands out is the amount of the vouchers/gift cards some customers say they received. One person said they received $30 while another complained about a $40 gift card to shop on the site.
Another customer shared her experience with her order being delayed and the comment section is also filled with others echoing their confusion or frustration.
What Was Hanifa’s Response to the Backlash?
Mvuemba eventually addressed Hanifa’s shipping delays on the brand’s social media pages, but customers still weren’t satisfied with the initial lack of communication.
She began by introducing herself and stated that she was “currently on maternity leave…but felt it was really important to…provide some clarity.” According to her, a large number of the sale items during Hanifa Friday were labeled ‘pre-order’ “with shipping dates late December or January.”
Mvuemba does admit Hanifa could’ve communicated better with customers, but also admitted packages were on hold due to a customs issue. Given how many brands have struggled in light of restrictive tariffs, this isn’t surprising.
Still, some of the comments continued to dismiss her explanation. While I won’t share the repetitive or inflammatory ones, I will point out that a few people were able to communicate their disappointment without disparaging the brand or the founder.
Perhaps one of the most well-thought out opinions about Hanifa during the collective uproar stems from content creator Tashira of the Politics & Fashion platform. She shared reasons where Hanifa stumbled AND she also made sure to talk about out how Black-Owned brands with female founders aren’t always given grace, especially from people within their community. It’s something Mvuemba acknowledged as well.
“Founder-led brands operate under a different kind of scrutiny. And when you’re a Black woman, the margin for grace is thinner. That reality is exhausting,” she told The Cut.
In the midst of this, Mvuemba ended her maternity leave to try to deal with shipping delays and the onslaught of angry customers online. During that time she said, “There were nights where I was sobbing in one room and then wiping my face to go be the best mom I could be for my children…I just had a baby. I didn’t fully process any of it because I went straight from postpartum into crisis management,” (via The Cut).
Was the Backlack Warranted?
As a freelance journalist who’s associated with PR reps for brands, I think consumers aren’t aware that production timelines can spiral out of control and it’s not always the founder’s fault. It can be argued that some people don’t care because they see it like this, “I’m spending my hard-earned money and I want my items in the timeframe that was provided.” I’m still a consumer, so I 100% understand that. However, there’s a difference between expressing disappointment for shipping delays and annihilating someone’s character online.
I’m not a therapist so I can’t pinpoint the exact reason people would rather do that, but it happens time and time again. I can understand why Mvuemba wants to hit the pause button, especially given that she wasn’t able to process having a baby before trying to put out different fires within and surrounding Hanifa. It makes sense why she said she’s focused on “reflecting” and “protecting” things important to her. As far as Hanifa’s future? She’s not sure what’s next, but she’s “okay” with that,” (The Cut).
This doesn’t excuse Hanifa not having systems in place in the event of production or shipping delays, nor does it ease the lack of communication customers felt. However, I’m not a brand founder and have yet to fully understand what it takes to be an entrepreneur. Like I said before, Hanifa’s not the first brand that’s experienced being ‘canceled’ by customers online and it won’t be the last. I just wonder if the way brands and consumers communicate will improve over time…or not.
What are your thoughts about Hanifa choosing to pause production?
