If you’ve scrolled through Instagram or flipped through fashion magazines in the past five years, chances are you’ve spotted a pair of crystal-studded stilettos with flared heels, the unmistakable signature of Amina Muaddi. But who is Amina Muaddi, the woman behind the viral shoes seen on everyone from Kim Kardashian to Rihanna?
Amina Muaddi’s iconic bejewelled pump with flared heels – @Amina Muaddi
A Nine-Year-Old Girl with a Dream
Born to a Jordanian father and Romanian mother, Amina Muaddi grew up in Romania before moving to Italy to study at the European Institute of Design in Milan. Her fascination with fashion started young—at nine years old, she asked her mother how to get into the industry. That childhood curiosity became a mission.
Muaddi kickstarted her career with internships at Vogue Italy and GQ in New York. For her graduation thesis, she created a full mock-up of the first-ever Vogue Romania issue, including editorials and photo shoots. It wasn’t just a student project; it landed her a job as a fashion assistant at L’Uomo Vogue.
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Learning the Craft in Italy’s Shoe Capital
But editorial work wasn’t the final goal. Amina wanted to make things. Real things. She spent a year in Riviera del Brenta, near Venice, learning shoemaking in one of the world’s most prestigious artisan hubs. In 2013, at just 26, she co-founded her first label, Oscar Tiye. The standout design? A Minnie-Mouse-inspired stiletto that was playful, bold and perfect for the Instagram era.
Amina Muaddi Minie Mouse Shoes for The Brand Oscar Tiye @OscarTiye Instagram
Still, Muaddi wanted more creative freedom. She left the label and Milan behind, moved to Paris, and collaborated with couturier Alexandre Vauthier. In 2018, she launched her eponymous brand: Amina Muaddi.
The Launch of a Phenomenon
The brand hit the ground running. Her now-iconic flared heels were an instant success, merging glamour with wearability. In 2020, during the pandemic, her crystal-embellished sandals for MyTheresa sold out in hours. Even without parties to attend, women wanted her shoes. That year, the brand reportedly reached US\$22.2 million in sales.
@Amina Muaddi
Her secret? Sheer determination, social media savvy, and a deep understanding of what modern women want. She designs one collection a year, intentionally slow, intentionally rare—and communicates directly with her 1.3 million Instagram followers, all without relying on paid advertising.
Celebrity Endorsements and Cultural Relevance
Rianna at Dior Show wearing Amina Muaddi Pumps – @Dior
Rihanna didn’t just wear Amina Muaddi shoes—she made them part of the Fenty fashion universe through a design collaboration. A$AP Rocky, Rihanna’s partner, also co-created a collection with Muaddi in 2020. Add Beyoncé, Dua Lipa, and the Kardashians to the list, and you’ve got a brand backed by pop culture royalty.
More Than Just Heels
Today, the brand is sold in nearly 100 high-end retailers, including Selfridges, Harrods, and Antonioli. Muaddi has expanded into handbags—playfully dubbed “Aminis”—and sculptural statement earrings, always keeping her design identity bold yet feminine.
@Amina Muaddi
The Takeaway
So, who is Amina Muaddi? She’s not just a designer; she’s a storyteller in stilettos, an entrepreneur rewriting the luxury playbook, and an inspiration to a new generation of fashion creatives.