When Amina Muaddi launched her shoe label on Instagram, her first collection sold out in just one day. This was against all odds, as she had previously considered hiring an expensive agency to announce the launch of her line to the press but instead used the powers of social media to spread the word. Since then, the Romanian-Jordanian designer has stood out by building a personal, direct relationship with her clientele through the sharing platform, providing a brand experience like no other. It seems like every influencer has a pair of her viral shoes, and Muaddi has caught the attention of celebrities as well: Rihanna, Kendall Jenner, and Dua Lipa are fans.
Muaddi's signature style? Stiletto heels with a distinctive flared base. Hard to describe in words, you have to see the heel (if you haven't already) to understand, but it's definitely a work of art. You can easily recognize Muaddis from afar in the street, especially if you live in a major fashion city. Instagram has been under the spell of the designer's geometrically fascinating aesthetic for a while now, evident from the 81,200 followers on the brand's Instagram account and another 225,000 on her personal page.
Before the birth of her brand, Muaddi was already a major presence at fashion weeks. She was often spotted alongside the Italian influencers Gilda Ambrosio and Giorgia Tordini, Italian influencers who themselves run a successful brand, The Attico. With her striking appearance, playful style, and a firm dose of attitude, Muaddi often made street style's best-dressed lists before she even started selling her footwear line.
And while we are still on the topic of aesthetics, Muaddi's sense of style comes through clearly in her designs, which strike a perfect harmony between form, color, and material. She describes the style of her shoes as sassy. To that, we would add playful, flamboyant, and a little bit dramatic. See photos of the viral shoes below, and get ready for what's certainly about to be a fashion month full of Muaddi sightings (both human and sartorial).