Amina Muaddi is trying to replicate with bags the success achieved with shoes: in September, she will launch an extensive leather goods collection. Together with jewellery, this is the category on which the designer is focusing to develop sales. After just five years in business, the eponymous brand closed 2022 at 55 million euros in revenue, more than doubling the 20 million euros in 2020. The designer (35), born to a Jordanian father and Romanian mother, won the ‘Innovation in Fashion’ award from Neiman Marcus. She will receive it on 5 March during Paris Fashion Week.
A visionary entrepreneur
The US luxury retailer sees Amina Muaddi (left in photo, from Instagram) “not only as a designer, but also as an incredible visionary and business leader”. Says Lana Todorovich, chief merchandising officer of Neiman Marcus. “It’s a rare thing in our industry to see such a young brand enjoy such instant success”. Founded in 2018, it has not only reached 55 million euros in sales, but boasts over 85 wholesale shops internationally. Shoe production is carried out by Sergio Rossi.
The secret of success
Muaddi told WWD that the success of the collections is based on a very simple secret: “90% comfort and 10% pure creativity”. An example? The Yigit platform shoe (pictured, left). “I had to adapt it to the limits of wearability,” said Muaddi, giving credit to the Italian craftsmen with whom she perfected the model.
After shoes, bags
Muaddi revealed that there will be two major innovations in 2023. In August, five years after the brand was founded, the shoe collection will be ‘refreshed’ with a mix of new structures and silhouettes. In September, the bag collection will definitely be expanded. “I can’t wait to launch real ones after flirting with mini bags as a concept,” says the designer. The bags are made in Italy from Italian leather.
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