Amina Muaddi
Brand of shoes that, since its foundation in 2018, has imposed its aesthetic in the footwear world. Behind the brand there is the creativity of the namesake designer Amina Muaddi. The woman has become one of the most influential shoes designer of the sector.
Grew up between Jordan and Romania, Amina founds the inspiration in her mother. As young girl, Amina observes her mother while dressing up and taking care of herself. Amina’s passion for shoes comes from the moment she wears those of her mother. At the age of sixteen, the designer leaves Romania in order to go to Italy, the country where to cultivate her passion.
Milan
Amina studied communication at the European Institute of Design, in Milan, and after working as stylist at Vogue Man and GQ, she understands her true vocation: designer of shoes. In order to improve her own skills, Amina goes to Riviera del Brenta, historical district of footwear.
In 2013 Amina founded the brand Oscar Tiye, together with Irina Curtuz. Some years later, in 2018, the designer creates her own namesake brand. Two years later, in 2020, Rihanna chooses Amina Muaddi to design a collection of shoes signed by Fenty.
Amina Muaddi style
The Amina Muaddi shoes are very recognizable and they are appreciated by it-girls for the right mix between sensuality and refinement. The stiletto heel with flared basis, sensual but comfortable, is the brand trademark.
MyTheresa and Amina Muaddi
Amina Muaddi latest March collection dropped on e-commerce website, MyTheresa. And the lockdown didn’t affect her sales, quite the contrary people were buying in the midst of the lockdown the designer’s most wanted shoes of the year. Within hours of the collection dropping most styles were already sold out.
Amina even expanded her collection with a launch of new mini bags and big statement earrings that look like her trade mark shoes Swarovski.
Even though during the lockdown, people were buying comfortable and cozy clothes. Nothing stopped them to acquire the designer’s hot-stylish shoes. According to the buying director of Mytheresa: “If the brand is hot, it’s hot regardless of what’s happening.”
Instagram Profile
In Amina Muaddi’s case, her Instagram marketing strategy helps her a lot to boost and gain more followers by keeping a close communication with her loyal clients and engaging her community with strong visuals. Also, having models such as Kendall Jenner, Gigi Hadid and Dua Lipa wearing her pumps improved her image even more.
Amina is also very strategic whenever she accepts new clients to resell her brand. For her, product scarcity and making people feel the exclusivity in her product is crucial. The brand made sales of 22.2 million$ over the past twelve months.
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