Who is Amina Muaddi?

Sold-out everywhere, the pumps signed by Amina Muaddi are unanimous. She’s a talent that has not escaped Rihanna who has just recruited the young designer to sign a first collection at Fenty. A new page opens in the history of the new queen of the heeled shoe.

Starting a shoe brand is not easy, but designer Amina Muaddi seems to have found the recipe for success. From the debut of her eponymous label in August 2018, the pyramid heel - her signature style - has become the design wanted by many. This success has immediately caught Rihanna's attention. Last December, Amina Muaddi was entrusted with the artistic director of Fenty shoes, the singer's brand launched with the support of LVMH. An organic collaboration that has just given birth to four pumps were revealed in July 15.

A passion for heels

In less than two years, Amina Muaddi’s brand was one of the most prominent shoe designers.

 "I had no expectations but I was just hoping people would enjoy what I do," the 34-year-old told us, explaining the beginnings of her project.

Born in Romania to a Jordanian father and a Romanian mother, she grew up between her two countries of origin and Italy. After completing her studies at the Istituto Europeo di Design in Milan, Amina Muaddi worked as a stylist with many New York-based medias, however, she realized that this was not up to her expectations:

“I told myself it was time to live my dream and launch my own brand ”.

She studied shoe design for a year in Italy and went on to meet local crafts to co-found her first brand with a friend in 2013. Meanwhile, she caught Alexandre Vauthier’s attention, who hired her to design its fashion show’s shoes. This collaboration is still going up to this day.

Five years later, she wanted to push her creative side even further and took off with a label holding her name: Amina Muaddi.

“I wanted to create something that reflects the person I had become and my vision of modernity,” says the young woman.

However, something seemed missing from the first collection, which was about to be revealed.

"My designs were pretty, but they needed some spice, a new element to stand out."

Her vision ends up giving birth to a mid-stiletto heel, mid-platform which has today become its geometric signature. An ultra glamorous party girl design allowing the designer to have fun with materials (satin, leather, PVC, suede) and finishes (crystals, sequins) in the tradition of Christian Louboutin and Manolo Blahnik.

Her Instagram won celebrities’ heart including Dua Lipa, Gigi Hadid and other members of the Kardashian-Jenner clan. Everyone in the fashion industry was talking about Amina Muaddi’s designs, which didn’t fail to catch Rihanna's attention.

The Instagram DM Behind their Collaboration

A simple private DM on Instagram was enough to give birth to the relationship between the Rihanna and Amina, with more than 770K followers on her pro and personal accounts.

"As soon as I launched my brand, Jahleel Weaver, Rihanna's stylist and Fenty Deputy Creative Director congratulated me telling me he had bought a few pairs for her."

These compliments then set off a reaction that the young woman did not expect. The Barbados singer is pictured several times in Muaddi’s designs. Meanwhile, renowned department stores, including Bergdorf Goodman in New York, Harrod’s in London and Galeries Lafayette in Paris, offered her to market her brand.

Her relationship with the businesswoman became stronger and stronger exceeding the simple exchange of courtesies. Having become very close to her right-hand man and following the official launch of Fenty in May 2019, Amina Muaddi was invited to meet Rihanna in person.

“She thanked me for the support and so did I. Everything happened very naturally, “says Amina, who admires her for her music as much as for her personality and style.

Long-term project

"I knew I wanted something that was inspired by Fenty and applying my aesthetic and my vision of femininity", continues Amina Muaddi.

"Our styles are very similar, I like the fact that she is able to wear whatever she wants and be eclectic," she says. A modern, sensual and elegant vision was reflected in this first collaboration between Rihanna and Amina Muaddi. Four shoe styles ranging from a peplum-inspired strappy pumps to a transparent heeled mules. The latter differs from the traditional pyramidal signature of Amina Muaddi.

"I wanted to create a benchmark Fenty silhouette that was different from my brand." The result is a slender heel directly inspired by the industrial architecture, which becomes the new signature of Fenty shoes.

According to Amina Muaddi, this first project should be the beginning of a long collaboration between the two creatives.

"Everyone was very happy with the result," says the young shoe designer, leaving the mystery behind: "I think there is definitely something else awaiting us with Fenty."

At the same time, Amina Muaddi is ready to launch a new line of mini bags. "I took my time to put the same energy and passion into it as I did with shoes." The future promises to be both charged and bright for the new queen of heeled shoes.