FN’s September issue cover star Amina Muaddi knows what women want. That is likely a big reason why the designer has become her own pop culture force these days, with a powerhouse social media presence that rivals the celebs who wear her heels. She is, after all, the shoe designer to Rihanna and a creative bon vivant whose digital footprint showcases a carefully curated life, full of glamorous outfits, sexy parties, exotic vacations and beauty looks executed to perfection. The designer has effectively become the best face for her brand, a case study in the art of self-marketing that fashion creatives now know comes with the territory of helming a top position.
Here, Muaddi pairs her bestselling, collector-worthy heels with some of fall ’22’s top fashion trends.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski On the cover: MARC JACOBS scrub top, cargo skirt, parka belt and gloves. AMINA MUADDI Yigit platform heel and earrings.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski “The other companies in this business are much bigger than ours, even though they might be perceived the same way,” Muaddi said of her brand’s place in the luxury footwear market. “Some have hundreds of employees. We are small, and people don’t see that on the outside. But that’s the point — to be taken as seriously as possible, to create the best product possible. We are just working on bettering what we have done so far.”
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski On Muaddi: AMINA MUADDI Jahleel denim boots. WARDROBE NYC tank top. ERES bra. COURREGES shorts. TIFFANY & CO. diamond bracelet. EERA earrings. REPOSSI rings and Muaddi’s own.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski “I was so passionate, so I was willing to go through any hardship. There’s a reason why only so many people get to this point, because you get tested a lot. Many times I was close to giving up,” said Muaddi. PRADA dress. AMINA MUADDI earrings.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski The AMINA MUADDI Yigit platform. MARC JACOBS leather glove.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski “Social media can be filled with creativity, but also with negativity. I put up boundaries. I don’t really like to talk about myself, but I believe that sharing bits of my life that make me excited or happy or inspired is always nice. It’s important for your own health and sense of self to just take a break,” said Muaddi. “The brand is the brand and I am me. They have the same name but I don’t feel pressure. I’m still allowed to be a human being, even if I have a brand with my name.”
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski Muaddi photographed on Sept. 2 at Rouchon Paris.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski On Muaddi: PRADA dress. AMINA MUADDI Angelica platform heels and earrings. REPOSSI rings and Muaddi’s own.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski On Muaddi: LOUIS VUITTON leather bomber, shirt, tie and pants. AMINA MUADDI Pernille wedges, rings and earrings.
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski “It was very important for me to connect with my roots. I try to transmit a bigger message, whether it’s about femininity, power, confidence. In this case, I wanted the message to be about a part of my culture. And I wanted to shoot with a team that was almost entirely Arabic,” said Muaddi of her brand’s latest campaign, shot in Egypt. “I love going back to the Middle East. I always feel like a part of me feels home there.”
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Amina Muaddi: The FN Cover Shoot
Image Credit: Kuba Dabrowski “It’s important to be surrounded by people who go through the same things that you go through. It’s easier to talk about your struggles,” said Muaddi. “I just like fashion. How boring would it be if I only liked what I do? I would never get inspired.”
