For those attuned to the latest fashion happenings, Muaddi is not a new name. She is a front-row regular, aces street style, and is often spotted with the fashion’s ‘It’ crowd. One scroll down her Instagram feed will give you a peek into how social media can be looped in one’s favour when your style is as sharp as your client’s. Peppered with not just her glitzy heels, her feed doubles as a mosaic exhibiting Muaddi’s appeal among the Gen-Z approved stars; think Kim Kardashian, Laura Harrier, Kylie Jenner and supermodels such as Rosie Huntington.
Muaddi has been hailed as ‘the hottest’ shoe designer of the season by many retailers and has managed to keep her sales running despite the pandemic. The website ‘Business of Fashion’ credits this to her savvy marketing skills — her Instagram feed is replete with self-shot images, creating a perfect fashion moment. No surprise then that she has been commissioned by Rihanna to design footwear for Fenty.
Early years and influence
Amina Muaddi’s global sense of design stems from her diverse cultural exposure. Brought up in Jordan, Romania, and Italy, she soaked in the multicultural vibe of these countries; observed some of fashion’s biggest names and honed her eye to develop a very distinctive oeuvre. After graduating from the European Institute of Design, Muaddi made her way to New York, where she worked closely with Michael Nash, the editor of ‘GQ’ along with whom she got to work with Justin Timberlake, Jonas Brothers, and more. Muaddi also worked at ‘L’Uomo Vogue’.
Love for shoes
Her inclination toward design stood out. She came back to Milan and started exploring the footwear business by working with suppliers in Rivera Del Brenta, Italy’s shoe-making district. In 2013, Muaddi co-founded her first shoe label Oscar Tiye, which resonated with some of the leading fashion insiders owing to their chic, sophisticated appeal. Muaddi, like a true shoe aficionado, collaborated with Alexandre Vauthier, known for his edgy, glamorous pieces on his line of shoes; the collaboration continues.
In 2018, Muaddi launched her eponymous label. Defined by glitzy heels appropriate for parties, the brand is now stocked at some of the leading retailers such as Browns, Mytherera, Farfetch, and Harrods. Business Of Fashion reported that despite the lockdown, retailers did not see a decline in Muaddi’s orders owing to her great social media model.
Social media rise
Her Instagram feed caters to 522k followers. It is not just sleek product imagers that are featured. Muaddi does not shy away from embracing her products on social media. Today, some of her bestsellers include Julia Mules featuring transparent PVC and white crystal studs, Sami Sandlas in a spectrum of hues, featuring edgy statement heels. Besides this, there are Begum Slings in coral and blue. If that’s not all, there are Gild Slippers in orange and fuchsia.
Talk of celeb fans, the list is endless from the Kardashian-Jenner clan to Hadid sisters, Dua Lipa to Queen Rania of Jordan, the list is endless. In her next phase, Amina Muaddi plans to extend her brand into bags and costume jewellery.
All Images: Courtesy Amina Muaddi Instagram