Step­ping Up

De­signer Amina Muaddi is back with the launch of a name­sake shoe line.

Footwear News - - CONTENTS - By Stephanie Hirschmiller

As biz con­tin­ues to brighten, shoe play­ers were up­beat at FN Plat­form.

Amina Muaddi is mak­ing a big state­ment with her new ven­ture. Af­ter leav­ing the Os­car Tiye brand in 2017, the de­signer has re­vealed the launch of her new epony­mous shoe la­bel, and work­ing un­der her own name means the stakes have never been higher.

“I had to start from zero again,” she told FN. “Every­thing had to be a per­fect rep­re­sen­ta­tion of me, from the image and the cam­paign to the logo and the prod­uct it­self.”

Muaddi, who con­tin­ues to de­sign the footwear for French cou­turier Alexan­dre Vau­thier, started work­ing on brand iden­tity last sum­mer while on hol­i­day in Ibiza.

“It was like I had to get naked, be aware of who I want to be to­day.” She has­tened to add: “Not lit­er­ally, though.”

The vibe she says is “mod­ern and fresh,” with the DNA steeped in “sim­plic­ity and min­i­mal­ism but with a lux­ury twist.” She’s also de­vel­oped a new flared stiletto heel with a geo­met­ric base. It’s set to be her sig­na­ture. “[It’s] very fem­i­nine but with an edge to it, so the re­sult is very strong,” she said.

Muaddi added, “Do­ing some­thing min­i­mal is harder than work­ing with a lot of in­gre­di­ents. When [there] are few and the re­sult de­li­cious, it’s even bet­ter.”

A ma­jor fo­cus for Muaddi is com­fort, with the high­est heel com­ing in at 95mm.

“I call them 9-to-mid­night shoes,” she said. “You can wear them to work dur­ing the day, but also at night to go out and have fun without feel­ing that you’re mak­ing a sac­ri­fice when it comes to style.”

Made in Italy, the col­lec­tion com­prises about 45 styles, in­clud­ing pumps, sling­backs and thigh-high boots. Fab­ri­ca­tions run the gamut from holo­graphic glit­ter to suedes, patents and laser-cut leathers. “Each had to be to die for,” said Muaddi. “There are no fillers.”

The line launched last week, with ex­clu­sives at Browns Fash­ion, both on­line and in store, plus Net-a-Porter, FWRD by El­yse Walker and Level Shoes. Ida Peters­son, Browns’ women’s wear buy­ing di­rec­tor, fell im­me­di­ately un­der its spell, high­light­ing the line as one of her top emerg­ing brands for fall. “It’s an ex­tremely strong first solo col­lec­tion,” she said. “I love how Amina plays with pro­por­tions. Her new heel de­signs feel fresh and give an edgier feel to clas­sic sil­hou­ettes like the satin sling­backs.”

Amina Muaddi cam­paign star­ring Tina Kunakey

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.