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Old guard, meet the new guard. In the past, heritage shoe brands needed decades in the business to become household names, but Amina Muaddi is on the fast track to high-wattage fame. Who needs to be name-dropped on Sex and the City when you’re gracing Beyoncé’s feet on the Renaissance tour after less than five years in the industry?
In addition to Queen Bey, she also counts Hailey Bieber, Rihanna, Rosie Huntington-Whiteley, and Dua Lipa as fans (among many, many others). Muaddi is also the recipient of the Neiman Marcus Award for Innovation in the Field of Fashion. Neiman Marcus established its award program 85 years ago and past recipients include Christian Dior, Salvatore Ferragamo, and Karl Lagerfeld. Furthering Muaddi’s relationship with the storied retailer, she just launched an exclusive collection called Midnight in Paris.
No matter where the future takes her, Muaddi will certainly have the backing of the Dallas-based retailer. “Neiman Marcus first launched Amina’s collection in 2019. Since her debut, distribution of the brand in our stores has tripled and we have significantly expanded the assortment online,” Neiman Marcus Chief Merchandising Officer Lana Todorovich told Who What Wear. To shed more light on the new collection, I went straight to the source and interviewed Muaddi herself. Scroll down to read my Q&A and shop the new shoes.
Why is Neiman Marcus the perfect retailer for the Amina Muaddi customer? “I started working with Neiman Marcus soon after I launched my first collection,” Muaddi told Who What Wear. “Their commitment to begin our partnership very early in the brand’s life helped us expand in the US market and connect with their significant clientele and wonderful community. The Amina Muaddi customer is a synonym of the Neiman’s customer. I always strive to create products that have an alluring timeless elegance with an edge and our aesthetic suits perfectly Neiman’s universe.” What was the inspiration behind your exclusive collection? “I wanted to design a glamorous collection that would reflect this special moment in my career but would relate to every woman with an occasion to celebrate. Sometimes that means just celebrating ourselves, our womanhood, and our joie de vivre. This capsule is like a beautiful, moody, bright Parisian night and I hope our clients at Neiman Marcus will feel dazzling while wearing it.”
How would you describe the Amina Muaddi customer? What qualities are they looking for when they make purchases? “The Amina Muaddi woman is fierce, feminine, refined, powerful, and a citizen of the world,” Muaddi told Who What Wear. “They exude a delicate strength that comes from within. I aim for women to look great and feel empowered when they wear my products. I like it when a product feels dreamy, like an escape from reality, which we all need sometimes.” What does it mean to you to receive an award from Neiman Marcus? “It was such an immense honor to be the first recipient of the Neiman Marcus Award for Innovation in the Field of Fashion! Ever since we started our collaboration, they have been incredibly supportive, always offered valuable insight, and encouraged our growth within their universe. The Awards were founded in 1938 and were received by fashion luminaries like Coco Chanel, Christian Dior, Elsa Schiaparelli, and Yves Saint Laurent so I couldn’t be prouder of my team and I for having the privilege of receiving this distinction.” Where do you see the brand in 10 years? “Established but with the capacity to reinvent itself and remain modern. As long as we love what we do, anything is possible.”
