Interview with shoes designer Amina Muaddi
Research e creative flair is what makes Amina Muaddi one of the most loved female shoe designers
Half Jordan and half Romanian, Amina Muaddi is the shoe designer responsible for bringing attention back to the 'flared' heel, the one that opens like a bell. A rather practical element because it does not dangle on the very thin 'pin': merit goes to the shape and height that does not go above 9.5cm.
Her curriculum boasts work with names like Oscar Tiye and Alexandre Vauthier, but in the world of fashionable footwear, Amina Muaddi is known for her label that bears the same name. The creative flair unites simple forms with refined and super feminine elements. All stages of production take place in Italy, in the area of Parma.
For your 30th birthday you gave yourself the best gift ever: you launched your own brand. Where does this idea come from?
Indeed. Actually left the previous brand I cofounded at 30 and launched Amina Muaddi to the buyers at 31. It was a natural process, I start working on my new brand and new identity yes, but In reality I continued doing what I had been doing for the past 6 years. I wanted to do something that represented my evolution and my concept of modernity. After 6 years, I felt it was the right time for a change. Amina Muaddi is the closest project to my heart, 100% mine and 100% me.
You have worked for several years for Oscar Tiye and Alexandre Vauthier, how does your previous experience influence your brand today?
Every professional experience I had whether it was as an intern or as a designer helped build who I am today. I was the creative director of my first brand for 5 years and developed all collections for it. I made mistakes, learned many lessons, created thousands of shoes and people who have now become dear friends and collaborators. Five years ago I started working with Alexandre Vauthier on the launch of his eponymous shoe line. Working with a Couture house is different and challenging as we have to find the balance between the intricate pieces that work for an Haute Couture show and what is commercially appealing. He always makes women feel feminine and fierce so it's not hard to work with him. We are friends and have fun working together. Being in this business for 7 years now certainly helped me gain experience and technicality.
Tell us more about Amina Muaddi's shoes...
My shoes are entirely produced and supplied in Italy, more specifically in Parma. I wanted to create a modern yet timeless product that exuded effortless glamour and femininity, impeccable craftsmanship and quality for the woman of today.
Do you have a model of shoes that you like to propose a new version of every season?
Many of them. I wanted to make a collection of classics that women can keep in their wardrobe and wear for many seasons/years but will continue to feel cool and modern. I don't want my brand or my work to be a thing of the moment or to represent an impulse purchase for the customer. It's important for me that my clients see my shoes as investment pieces that they can wear for a long time and collect in different colours.
What fascinates you about the footwear world?
I grew up with a passion for footwear. I was in love with my mom's shoe closet, when I was a four year old I would parade in her shoes around the house all the time, I would even try to sneak outside the house in them. Later on, when I got my first pair of (small) heels at age 14 I was ecstatic. During university I would save all my money to buy shoes. They are an emotional purchase and have the power to uplift a woman's mood and confidence. Unlike clothes they look like a sculpture, even when they are not worn. I love working with proportions and creating a product with balance that flatters the silhoutte and makes women feel good.
Who are your icons?
There are so many different women I admire for different reasons but my first icon will forever be my mother. As a child I would always observe her in awe and admiration. She instilled in me so much of who I am today and most importantly made me believe I can achieve anything I dream of in life. From Queen Rania, to Chimamanda Ngozi Adichie and Bianca Jagger to Malala. Rihanna, Beyonce, Oprah, Michelle Obama, the world is filled with aspirational women.
Who would you love to dress?
I dressed many of the women I admire, from Her Majesty Queen Rania of Jordan to Rihanna, Rosie Huntington Whiteley and many more. There are many amazing ladies that I am so happy to see in my shoes, not necessarily famous. I see so many cool clients on instagram. It gives me joy that when women wear my shoes they all tell me how comfortable they are and how cool they make them feel. After their first purchase they continue to buy and wear new different styles, and I think that's really great.
