Star designer Amina Muaddi found herself in the center of a scandal: Western tabloids report that she was the reason for the separation of rapper A$AP Rocky and pregnant Rihanna, with whom the girl had a warm friendship for a long time. While the couple’s fans are hopefully waiting for the refutation of this news, we decided to remember what the secular diva became famous for and how she was able to win the love of the main world stars.
Tina Kunaki, Amina Muaddi, Kendall Jenner
Any designer, when creating an iconic pair of shoes, tries to find some kind of chip that can be called his signature. Christian Louboutin is known for the scarlet sole, Manolo Blahnik for the recognizable crystal buckles. Now the ranks of shoe masters, whose creations can be instantly recognized among hundreds of pairs in stores, have been joined by Amina Muaddi, a Parisian designer who made a breakthrough back in 2019 when she won the Footwear News Achievement award in the nomination “Best Designer of 2019” (a kind of shoe Oscar of the fashion world).
Tina Kunaki and Amina Muaddi
Amina has gained popularity thanks to her bright, unusual and even eccentric shoes, generously studded with rhinestones, sequins and chains. The return of the chic of the noughties looks quite logical: it is precisely this style that the world has managed to miss after the dominance of sneakers and the endless minimalism of the 90s. The most recognizable features of Amina Muaddi are an unusual pyramid heel or “flared”. According to the designer, it is this shape that gives the shoe elegance, like a classic stiletto, and at the same time gives stability due to the platform expanding downwards.
There are also modern Cinderella shoes in the line — transparent pointed sandals with a large jewelry buckle. “I wanted to make a feminine heel that would look fresh and not make me sacrifice comfort,” Amina shared. — I designed it and flew to Venice, made a heel in one day with my technician and flew back to Paris. As a result, I applied it to most of the models in the collection. At the time, I didn’t know how people would react to it, but they liked it, and my first collection sold out in a day at most retail outlets.”
Amina Muaddi’s eccentric high-heeled shoes have become a hit both among celebrities of the level of Kendall Jenner and Rihanna, and among fashion influencers. In March 2020, the brand released a capsule collection with MyTheresa, which was instantly sold out. This fact is especially surprising because in 2020 we all had no time for parties: a pandemic was declared in the world, we wore voluminous hoodies, sneakers and slippers, and stilettos studded with stones and rhinestones were tried on except for walking to the trash can or the nearest store.
For some time, the girl worked in magazines and managed to build a career as a stylist in L’Uomo Vogue and GQ in order to explore the fashion world from the inside before realizing her long-standing dream. The girl decided to follow in the footsteps of legendary designers and went to the famous area of Italian shoe factories Riviera del Brenta to learn the craft and become a co-founder of her first brand Oscar Tiye (which, by the way, was also popular with the stars). After that, Muaddi moved to Paris, where she launched her shoe line together with French couturier Alexandre Vauthier. It is this combination of traditional techniques, acquaintance with the most influential fashion experts and the free flight of Amina’s imagination that laid the foundation for the development of an unusual shoe design, which is always sold-out.
What is the secret of the brand’s success? To begin with, the approval of the A-list. After launching her collection, the up-and-coming designer immediately caught Rihanna’s attention. The entrepreneur, whose fashion initiatives always make a splash, suggested Amina to design shoes for her brand Fenty — of course, the success was enormous.
Later, another unexpected collaboration thundered — together with the rapper ASAP Rocky, Amina launched a capsule collection of shoes in her recognizable style, and her longtime friend Tina Kunaki became the face of the advertising campaign.
In addition to a whole string of star admirers in the faces of Rosie Huntington-Whiteley, Hailey Bieber, Kendall and Kylie Jenner and Dua Lipa, Queen Rania of Jordan was among the fans of Amina Muaddi, who wore a pair of purple pumps during her diplomatic visit to London, where she was to meet with the Queen. For a world—famous designer, the approval of the royal circles is no longer so important – but, of course, it is pleasant.
Amina Muaddi shoes look equally well at Buckingham Palace, on a yacht in Saint-Tropez, and at a Moscow party. And, perhaps, this is the main secret of Amina’s success: it is important how long the pandemic and home “imprisonment” will last, we always want a holiday and fun (and preferably in a new pair of sparkling shoes).