Paris-based Amina Muaddi is a cobbler in ascendant. The namesake accessories designer began her career under Alexandre Vauthier before branching out solo in 2018. Her fanciful Begum square martini heels garnered status after being spotted on Rihanna and Rosie Huntington-Whiteley. Four years on and she’s the CEO and creative director of a business with a revenue of 55m euros and a lively wait list fuelled by Gen Z fans who've been stoked by Muaddi shoe ‘moments’ in the series Euphoria.
Muaddi, like Mach & Mach, joins a strong legacy of Cinderella shoe makers including Manolo Blahnik, Sergio Rossi and Rene Caovilla. But where fantasy often triumphs function in this genre, Muaddi pours energies into making heels - including slingback pumps, patent boots and silk satin wedges - comfortable. And as an entrepreneur, learning from her mistakes.
Cue the hit of her latest drop, 2.22, an ode to Jordanian-Romanian Muaddi’s Arabic roots. Shot in Cairo, where her father was born, the campaign saw Muaddi collaborate with British-Egyptian photographer Dexter Navy and Dutch model of Moroccan-Egyptian heritage Imaan Hammam to bring the vibrant collection to life.
“I wanted to do something meaningful, an ode to my Arab heritage and a celebration of our culture," says the 36-year-old designer of the campaign that highlights a jewel-coloured range of sumptuous satin and butter-soft leather pumps, that seduce with shimmer and sheen.