By Rebecca Ceccatelli and Giulia Piceni.
She introduces herself confidently in her new white Anok Pump 105mm heels, freshly released as part of her 24/25 collection, with eyeliner enhancing the elongated shape of her eyes and silver earrings framing her face, highlighting her complexion. Amina Muaddi – Founder, Creative Director and CEO of Amina Muaddi brand – is the new Mentor at Istituto Marangoni Firenze, and we finally had the pleasure of meeting her to kick off a collaboration that will involve students working on special fashion and accessories projects under her guidance. Although her collection has now expanded beyond just shoes, Amina’s name is still closely associated with the striking heels worn by global celebrities like Beyoncé and the Hadid sisters. These heels not only shine on red carpets around the world but have also consistently championed the value of craftsmanship, to which the designer pays particular attention. In this interview, Amina Muaddi discussed her creative process, inspirations, and fears.
In conversation with Amina Muaddi, an interview to unveil her fashion insider secrets
First of all, thank you Amina for being here with us and for this interview
Thank you for having me.
As students, we would like to ask if there was a key experience during your training years that you still remember as pivotal
For me, working on my final thesis was an incredible project. We had a mentor teacher, and I was tasked with creating the first issue of Vogue Romania magazine. This meant I had to produce an actual magazine for my thesis. I spent the whole year working on it, and it was such an amazing experience. We worked really well together, which deepened my understanding and respect for all the creatives involved in producing a magazine—an effort that often goes unnoticed as people tend to glance at them and toss them aside. I now view magazines more as little books to be treasured because they require significant time and effort to develop.
As someone coming from a multicultural background, do you think this has influenced your approach to design?
Absolutely! Growing up in a multicultural background has significantly shaped my perspective. Being influenced by various cultures has allowed me to maintain a broad outlook in terms of knowledge, appreciation, and learning. It has also made me more open-minded and sensitive not only to diversity but also to events occurring beyond my own world or culture. I’ve always considered myself a global citizen, and I believe that we should all aspire to embrace this mindset today.
How do you balance style and fashion to make shoes that are suitable for everyday wear?
Well, not every shoe is designed for daily use. Some are meant to look beautiful for occasions like dinner parties. However, for most of the shoes that I design, I try to make sure that the heel does not exceed 95 millimetres. Understanding the anatomy of a foot is important, so I take that into account. Also, as a woman who wears my shoes, I can quickly identify any discomfort or other issues. If something doesn’t feel right, I either halt the process or adjust the last or the structure that I’m dealing with to ensure comfort.
In addition to shoes, your brand has expanded into other products, from bags to jewellery. How do you stay true to your creative vision while also adapting to market demands for broader production?
Everything I create feels very natural to me. I aim to make products that I believe represent me and make me proud. I use a simple test: whenever I wear a pair of shoes, a bag, a piece of jewellery, or any item I design—including my collaborations, like hosiery and jeans—I ask myself if it resonates with my identity. As a creative, you can explore various avenues as long as they align with your core values and feel coherent. When testing new products with my team, I always ask a straightforward question: “Would you want those shoes if you saw them on me?” I believe this is the ultimate test to determine whether a product is really good.
That’s a highly effective test. Now, regarding social media, your profile includes everything from Beyoncé’s Renaissance Tour photos to magazines featuring you. How do you and your brand engage with this celebrity-driven buzz?
Each generation has its own moment and era. I was born in a period when social media became prominent. When I started my career, they became an easy marketing tool because you could show and promote your product without any cost. I could showcase and promote my work no matter where I was located, making it much easier for me compared to the generations that came before mine. In the beginning, I gained the visibility I needed through my social media, reaching stylists, editors, and celebrities. That helped me showcase my products more effectively.
As you mentioned earlier, friends and mentors play a vital role in personal growth. You had the opportunity to share your journey with Virgil Abloh, one of the key creatives of our time. What is one piece of advice he gave you that you always hold dear?
Virgil always made me feel confident. He would hype me up and say nice things about me, and I think that’s essential when you have friends and fellow creatives. It’s important to appreciate them, give them their flowers, and show them that you value their work. He was a great example, having accomplished so many creative projects and collaborations. He would work no matter where he travelled, becoming a true source of inspiration. I think he is an inspiration for a whole generation, and I think the key advice he shared was to really believe in myself and recognise that I could achieve things I never thought possible.
Thank you for sharing such personal insights. Regarding this topic, did you expect so much success?
No, I did not expect anything. I mean, while I was hopeful for the best, I had a previous brand that I worked on and struggled so much with it. No one could have prepared me for such immediate success, especially since all I knew before was struggle. However, because I worked so hard and for so long, I also felt ready this time to feel like I deserved the success that came my way. I think that’s important because sometimes we experience this imposter syndrome, and when good things happen to us, we don’t know how to appreciate them. It’s important to feel that if you put in the effort, you deserve to enjoy the rewards.
Imagine having the chance to talk to young Amina Muaddi in fashion school. What would you tell her? Is there anything you would do differently?
I would definitely tell myself not to be so afraid to take risks. I studied fashion communication, and in the first years, we were mixed with the design class, fashion technology, and marketing before we separated. Part of me wanted to switch to the fashion design class, but I was scared. Looking back, I wish I had allowed myself to be braver and understood that you don’t have to be an expert to start doing something. Just dive in, and then you will become an expert as you go along. There were many other situations where I had to take risks and challenge myself, like transitioning from styling to design, which was hard. I think I would tell myself to have more confidence in that decision, as it would ultimately work out.
