Amina Muaddi has chosen the iconic avenue Montaigne to establish her first flagship in the heart of Paris. The beginning of a new retail adventure for the brand founded in the capital in 2018.
With her trendy collections worn by the biggest celebrities, from the Hadid sisters to the Kardashian-Jenner clan, not forgetting Dua Lipa and Beyoncé, Amina Muaddi has been able to conquer the world of shoes. To the point of designing a line with Rihanna for her brand Fenty and to collaborate with A$AP Rocky. The eponymous designer, born of a Jordanian father and a Romanian mother, can now say that she has realized her dream: to work (and succeed) in the ruthless world of fashion.
A designer case and an ultra-limited capsule collection
A graduate of the Istituto Europeo di Design in Milan, Amina Muaddi begins a new page in her history by opening her first boutique in the city that gave birth to her, after having won over department stores in the capital and around the world. The former assistant stylist of Condé Nast stated: “having a shop is having a home, both for our customers and for the brand”. And it is within the emblematic avenue Montaigne, in the 8th district of Paris, that the house founded in 2018 has placed its suitcases filled with shoes.
“We are delighted to connect with our community and allow our customers to discover the brand not only through products, but also visually, physically and emotionally. This is only the beginning of a long and new adventure in retail, and it is an important step to start avenue Montaigne, the dream address of fashion and luxury.”
Enthroned alongside the giants Louis Vuitton, Balenciaga, Jacquemus or even Chanel, this case designed by Art Recherche Industrie elegantly combines a sensuality and modernity characteristic of the brand, with some Art Deco touches. We find corrugated aluminum walls, furniture in the shape of shoe boxes and sculptural suspensions, one of which illuminates a caramel pink sofa – the signature color of the house. A design boutique where shoes with pyramidal heels are displayed like high jewelry.
Amina Muaddi celebrated this opening, her first retail milestone, with an exclusive limited edition capsule collection. Very limited since six reinterpreted models and a numbered and embroidered crystal Ami pouch are available.
Read also : Watchmaking: Audemars Piguet makes its debut in Saint-Tropez
Featured photo : © Yohann Fontaine
