At 39, Amina Muaddi is one of the biggest names in fashion today, and her footwear collections add a signature touch to the looks of celebrities and fashion influencers like Rihanna, Kendall Jenner, Rosie Huntington-Whiteley, and many others.
Amina, originally from Jordan, from a very early age, albeit subtly, clearly sensed a keen intuition and an unbridled desire to create beauty. Even at the age of nine, trying on her mother's shoes, an ambitious and determined child, Amina would often repeat, "I'm going to work in fashion."
This passion would lead her to Italy at the age of 16, specifically to the Istituto Europeano de Design, where she would study for three years in the Fashion Communication department, with an unquenchable desire to create. Amina has repeatedly admitted that it was her roots and those very same mother's shoes, which were too big for a teenager, that served not only as the first warning signs, but also as an inexhaustible inspiration for her career in the fashion industry to this day.
However, as we know, the path to success is thorny and not without obstacles. In Amina's case, the main obstacle was finding her signature style, or, in other words, her signature style. And this, as we know, is the key ingredient for a successful startup in today's world—everything else has long been invented. Everything, that is, except perhaps a personal approach and a new vision.
So, in 2013, at the age of 26, Amina founded her first shoe brand, Oscar Tiye. But despite an interesting approach to high-heeled shoe design and affordable prices, this startup didn't enjoy much popularity in the fashion market.
As she matured, honed her skills, and gained experience in the industry, those unintelligible notes of talent that had been present since childhood coalesced into a harmonious melody, fused with individualism, and became a kind of personal anthem. Often in art, especially fashion, the personality behind a company proves far more important than the technology. However, beyond personality, in art and business, determination and the ability to take risks and try again are the very formula for success.
Amina Muaddi launched her startup in 2018, marking the first step toward colossal success and widespread recognition. The Amina Muaddi label was named the most important shoe brand of 2019 by every fashion editor and critic. This hype led to significant collaborations with Rihanna, Alexandre Vauthier, and even A$AP Rocky. A distinctive style, flared heels, acidic tones, and minimalist nude mules—a diverse style that, despite its diversity, casts all doubt about its authorship at first glance: "It's Amina Muaddi."
This is how a little girl from Amman, following her heart, captured the hearts of millions with her creation, which she pursued, stumbling many times but never deviating. Pure talent, the ability to recognize it, and boundless strength of character.
Author: Nuray Orujova
