Five years, one worldwide pandemic, two lockdowns and millions of crystal embellished shoes later, Amina Muaddi opens up her first permanent retail store, in none other than London’s finest department store, Harrods. The designs characterized by the signature crystal emblem and luxurious materials have proven to be a cult-favorite for fashionistas and doctors alike, any woman can join the Amina Club no matter their industry. The Brand was further solidified in the footwear hall of fame when we saw how sales continued to soar even throughout the lockdown when no one had anywhere to go.
Though Muaddi has been making waves in the fashion industry since launching her eponymous brand in 2018, even before this Muaddi had taken major strides in her ascension to notoriety and fashion stardom. Working in American GQ, Vogue Italy and Conde Nast, to name a few, as an assistant stylist before co-founding luxury brand Oscar Tiye in 2013. A success in its own right, Tiye was worn by celebrities such as Gigi Hadid, Kylie Jenner and Katy Perry in the famous Minnie Mouse Heels. So, it comes as no surprise that from the launch of Amina Muaddi, the brand has continued to reign supreme. With Amina collaborating on footwear with Rihanna’s Fenty and ASAP Rocky’s AWGE, she has propelled the brand into a pop culture relevance that many brands struggle to achieve.
Muaddi's shoes have become a favourite of celebrities and fashion enthusiasts alike, with their unique designs and attention to detail. Her signature style features sculptural heels that combine both beauty and comfort and sparkling embellishments that add just enough glamour to any outfit. The new store will offer a range of Muaddi's footwear collections, including the most popular "Begum", “Rosie” and “Yigit”. Customers can also expect to find Harrods exclusives, a selection of designs that are only available in the store.
Opening a retail store is a significant step for Muaddi, as it allows her to showcase her designs in a much more unique and tangible way. Amina worked with her own design team, the skilled Harry Nuriev of Crosby Studios to bring her vision to life. On entry into the boutique, you're met with a very shiny, silver (almost clinical) room with the shoes displayed in a colour-coordinated manner. Then you climb up some plush pink steps and enter the “ shoe cafe” with a jacuzzi-like seating arrangement with mini coffee tables all leading up to the floor-to-ceiling mirrors emblazoned with the logo. Let’s not forget to mention the incredibly trippy-moving displays of a red and purple sky. Harry Nuriev and Amina Muaddi did a great job in really bringing the cool and eccentric aesthetic of the brand into a 1,000 square feet space.
She has previously sold her shoes through retailers like Net-a-Porter and SSENSE, but this new store will give her complete control over the customer experience. By having her own store, Muaddi can better control her brand's image and offer a more personalized shopping experience for her customers. Now as you buy your £900 shoes you can indulge yourself in a fully immersive shopping experience tailored by the brand where customers “get to see our universe, not just our product,” says Muaddi.
The opening of Amina Muaddi's retail store is an exciting development for the brand and fans of her shoes. The demand for Amina Muaddis doesn’t seem to be slowing down anytime soon with sales in 2022 reaching approximately £45 million. Nonetheless, this next chapter of the brand will determine if Amina Muaddi can become a sustainable household name brand for the decades to come and as a major fan, my fingers are crossed for her.
