Amina Muaddi’s 8 secrets to successfully launch your fashion business
The Jordanian-Romanian accessory designer is our new Mentor in Florence, sharing the must-know tips you need to make it in fashion
Amina Muaddi is one of those names that everyone knows in the fashion industry, and for good reason. Born in Romania to a Jordanian father and a Romanian mother, Muaddi has made a serious mark as an accessory designer, entrepreneur, and trendsetter. She’s the mastermind behind a cult-favourite brand entirely made in Italy, which blends expert shoe craftsmanship with a globally inspired, fashion-forward vision. Think iconic pyramid heels and sculptural silhouettes that have everyone talking. And it’s not just the designs that have people hooked—her innovative marketing and bold sales strategies have redefined the game.
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When we heard that Amina Muaddi would be mentoring the fashion programs at Istituto Marangoni Florence for the 2024/25 academic year, we were thrilled. Everyone was eager to meet her, and when we finally attended her talk, “Shaping the Fashion Industry: A Unique Perspective,” in Florence, she did not disappoint. Muaddi shared seven essential secrets for anyone looking to start their own fashion business—and trust us, you won’t want to miss them.
Amina Muaddi delivers inspiring insights to students at Istituto Marangoni Firenze
But before we delve into her advice, here’s why her words carry weight: Amina Muaddi’s career is nothing short of legendary. She has hit some impressive milestones and teamed up with some of the coolest names in the global creative scene—collaborations we couldn’t even dream of (okay, maybe we secretly do).
Muaddi’s journey started in Jordan before she moved to Romania and Italy, where she completed high school and studied fashion in Milan. She first entered the industry as a stylist for magazines like L’Uomo Vogue and GQ US in New York. However, her true passion for shoes was ignited in the Riviera del Brenta, Italy’s renowned shoe-making district, where she worked hands-on with master artisans.
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In 2012, she co-founded her first footwear brand, Oscar Tiye, in Milan, before she moved to Paris in 2017. Her designs quickly gained global attention, leading to a collaboration with French couturier Alexandre Vauthier.
In 2018, Amina Muaddi launched her own brand, debuting her now-iconic signature heel. The brand hit the market through top retailers like Bergdorf Goodman, Net-a-Porter, and Harrods—and sold out within a day. In 2019, Rihanna partnered with Muaddi to design shoes for Fenty under LVMH. Fast forward to 2023, when Amina Muaddi received the Neiman Marcus Award for Innovation in Fashion. Her collaborations with Wolford, AWGE (A$AP Rocky’s creative agency), along with iconic moments in shows like Euphoria and Insecure, have established her as a true force in both the fashion industry and pop culture.
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Yet, Amina Muaddi’s path to success wasn’t all smooth sailing; it’s been a journey filled with hard work, challenges, resilience, and sheer determination. Now, we will explore some of her most powerful quotes from our time with her, where she shared insights on creativity, entrepreneurship, and the importance of staying true to one’s vision.
Inspire Emotion and Dreams in Your Consumers
For Muaddi, a successful design is more than just a stylish shoe; it’s an experience. “I want my shoes to evoke emotions,” she said. “Shoes are an emotional purchase; they’re like a piece of art that can make you feel confident, even with the most basic outfit.”
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Reflecting on her innovative Brito model, which is made entirely from transparent PVC, she added, “This shoe was made to inspire dreams. We all dreamed of shoes like this as children watching Cinderella, didn’t we?” Amina Muaddi’s designs capture a sense of wonder and elevate footwear to an aspirational level.
Running a Fashion Business Is About More Than Just a Sketch or a Great Idea
Amina Muaddi doesn’t romanticise the design process. “Being a designer is more than just sketching,” she explained, discussing her mentorship project “Behind the Shoes,” which will teach emerging designers at Istituto Marangoni Florence how to balance creativity with practicality.
“When I work with new designers, they often have beautiful ideas, but they aren’t always functional. That’s where skilled artisans come into play. Always seek feedback from suppliers—they bring your design to life.” Muaddi encouraged aspiring designers to embrace critiques and stay adaptable.
“Not everyone will love what you create, and that’s okay. I believed in my work, and in the end, it worked,” pointed out Amina Muaddi. This perseverance underscores her belief in her vision despite market pressures and critiques.
Stay Ahead, Embrace New Technologies, but Don’t Forget Your Unique Human Touch
In a fast-changing fashion industry, Amina Muaddi is committed to innovation while staying true to her roots.
She advised, “Don’t be anchored to the past—embrace new technologies.” While Muaddi values craftsmanship, she also sees the importance of new materials and techniques. “AI can’t replace human designers,” she emphasised. “Art needs a human touch.”
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Social Media are Key, but Your Product is Your Most Powerful Communication Tool
“Your product is your most powerful communication tool,” advised Muaddi. “Social media is important, but it’s essential to stand out. Don’t copy; be authentic.”
In a world where imitation is rampant, she urges up-and-coming designers to find their unique voices and resist the temptation to replicate others.
But First, Take a Look Around You for Inspiration—And Don’t Overlook Comfort
Muaddi’s creative process is fuelled by a variety of sources of inspiration, from travel and art to vintage markets.
“What’s important is that it sparks something inside us,” she said. She often captures moments and scenes that later inform her designs, blending her aesthetic with rich cultural influences.
However, she emphasises that comfort should never be sacrificed for beauty. “Beauty must meet comfort,” she noted, explaining her signature heel height of 95mm, which strikes a balance between style and wearability. For Amina Muaddi, design is both an art form and a way to address the wearer’s needs.
Amina Muaddi discusses creativity and career journeys with Istituto Marangoni Firenze students, in a talk moderated by Corriere della Sera journalist Paola Pollo
Make Confidence and Resilience Your Closest Allies—and Start Connecting
Muaddi has learned that success requires resilience. “Don’t let fear hold you back,” she advised young fashion designers. “I’ve delayed projects out of fear, but overcoming that fear is essential for growth.” As a mentor at Istituto Marangoni Florence, she seeks to inspire courage in others, sharing her missteps as much as her successes.
She also believes that networking is a crucial component of resilience. “Connections start in school,” she shared. Her early relationships with professors and collaborators played a significant role in her career, and she encourages others to foster meaningful connections from the outset.
Be Responsible but Don’t Be Hypocritical About Sustainability
Amina Muaddi has a nuanced view of luxury and sustainability, acknowledging the evolving nature of the fashion industry. “Stay true to yourself. Luxury is changing, and the market is challenging, but authenticity is the key to resilience.”
While she recognises the pressures on brands to embrace sustainable practices, she is also realistic about its complexities. “It’s hypocritical to say something is fully sustainable; true sustainability would mean not creating at all.” Instead, she advocates for timeless designs that customers want to cherish. “Focus on designs that people want to keep forever,” she advised, rather than succumbing to throwaway trends.
Muaddi sees innovation as a vital element in developing long-lasting, responsibly made products.
Craftsmanship, Teamwork and Loyalty: The Secret Mix
Muaddi values craftsmanship deeply and strives to preserve it in an industry where true artisans are becoming increasingly rare. “Craftsmanship is rare, and it’s something I value deeply,” she added. “True artisans are disappearing, but they have so much to teach us.” She believes in passing on this heritage and mentoring the next generation to appreciate and sustain this artistry.
Reflecting on her own journey, Muaddi emphasised the importance of a supportive team. “The team is everything,” she concluded. “Stay loyal to those who support you when you’re starting out—they are invaluable.” For Amina Muaddi, loyalty and mutual respect form the backbone of a thriving creative business.
Lucrezia Spina
Editor