Designer Amina Muaddi has dropped her latest collection and it’s a total celebration of Arab culture.
Muaddi, who is of Jordanian-Romanian descent, decided to make her Spring 2022 collection an ode to her Arabic heritage, enlisting an A-list crew to help her deliver the new drop of shoes and bags.
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The Amina Muaddi Spring 2022 campaign
The fashion campaign was shot entirely in Cairo, Egypt and stars Dutch Moroccan model Imaan Hammam while British-Egyptian photographer Dexter Navy lensed the project.
Muaddi told WWD, “I really wanted to do something meaningful that would be an ode to my Arab heritage, a celebration of our culture. Evidently, I wanted to work with creatives that could understand and embody that concept, so it was crucial to me to work with almost entirely an Arab crew.”
The campaign launched this week, with a series of three teaser videos, each capturing the “the beauty of the Arab traditions and community.”
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In one video Hammam sips coffee at a table in a bazaar as a local enjoys a shisha pipe. Her statement orange designer tote compliments the rich textures of the Bedouin landscape. In another, the model is literally dazzling in gem-dripping shoes atop of an Arabian carpet while a third video pays homage to the Arab horse.
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Who is Amina Muaddi?
Muaddi launched her eponymous label in 2018 and has dominated the luxury shoe market ever since Rihanna was spotted wearing her iconic kick-flare heels in 2019. Who was the stylist that introduced Riri to the famous shoe? American Jahleel Weaver, who also styled Muaddi’s Spring 2022 campaign.
Rihanna is such a fan, the pair have collaborated on two Fenty x Amina Muaddi collections.
But the music and fashion entrepreneur isn’t Muaddi’s only A-list fan, with ardent followers including Gigi Hadid, Hailey Bieber and Kendall Jenner. No red carpet is complete with at least one pair of Muaddi heels making an appearance.
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Amina Muaddi Is Pandemic-Proof
So popular are Muaddi’s designs that during the height of Covid-19 her collections were dubbed pandemic-proof by Business of Fashion as sales were undisturbed on e-tailers across the globe.
Tiffany Hsu, buying director at MyTheresa, said, “If the brand is hot, it’s hot regardless of what’s happening. Whenever [Muaddi’s new] styles become available, people just want to jump on it, not thinking [whether] ‘I can wear it now or ‘I can wear it in six months’.”
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Muaddi credits a lot of her success to the lessons learned from past mistakes particular those from her first label Oscar Tiye, which she confounded with a friend in 2012.
“I had made so many mistakes and I had learned so many lessons that I didn’t care to prove anything to anyone at this point I just wanted to make a good product,” said Muaddi.
