Cover image created by me.
Meet Amina Muaddi, the designer behind Rihanna, Kendall Jenner, Kylie Jenner, Dua Lipa, Rosie Huntington Whitley’s favourite shoes, and many more. Growing up between Jordan, Romania and Italy, Amina developed an eye for what taste-makers around the world truly want – that perfect blend of effortless glamour, quality craftsmanship and fashion-forward style. She is a perfect example of the new influential creatives making their presence felt in the fashion industry.
In a vogue interview, she says “They’re very comfortable – but I didn’t design them with that in mind,” says Muaddi, with a strong 204,000 Instagram following. “The flared heel is great on grass and gravel, because you get the femininity of a thin stiletto heel with the cool and the comfort of a platform. I can wear them all day long.”. And when it comes to her aesthetic there is a strong desirable factor with her line, her pieces are sassy, sophisticated and flirty so you’ll want to be wearing these shoes in the AM well into the PM. They also feature a super distinctive geometric heel which means you can spot a Muaddi design from a mile away. Every heel and every boot brings with them an aura of understated glam and vintage glamour. After moving on from Oscar Tiye, a brand she co-founded at just 25-years-old, she has been consistently pushing out only the sleekest, cutest, and most lust-worthy heels that seem to take shape of our wildest shoe dreams. Her designs in her newest line can be easily described with these three words: feminine, cool, and luxurious.
At 31, she went solo. “It was my birthday gift to myself, being able to leave one chapter of my life, to start something new. I was going in a different direction from my partners, and I wanted to do something that fully represented me.” Less than a year later, by August 2017, she had a fully-fledged line of designs. But something was missing. “I kept thinking, they’re cute, but they’re not cool enough,” she recalls. “I wanted them to be feminine – but with an edge. To have a little bit of sass. Then I came up with the flared heel idea.”
In a Forbes Interview with Felicity Carter, Amina says:
FC: What has working at the fashion houses taught you?
AM: My career journey kind of happened in reverse. I started working as a fashion assistant and then stylist, first at L’Uomo Vogue and then at GQ US. I realised I didn’t feel fulfilled by my job and I wanted to follow my passion. I wanted to make women happy through my work, have an impact in my own way. I moved back to Italy, went straight to the area near Padua and Venice and spent about a year learning the shoe trade. At 26 I launched my first brand and at 32 Amina Muaddi, starting again from scratch. I started working with fashion houses, like Alexandre Vauthier, with whom I’ve been working for five years now after I launched my first brand. It’s interesting to work with a Couture house, as we apply the techniques used in Couture for the shoes as well. I love seeing the creative process for his beautiful clothes and get inspired by the DNA of the house.
Amina Muaddi Begum Glass Heels
Amina Muaddi in her Begum Glass heels, with fashion stylist Pernille Teisbaek
Amina Muaddi in black Amina Muaddi heels
Amina Muaddi in Amina Muaddi strappy heels with one of The Attico founders, Giorgia Tiordini
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