Amina Muaddi Opens Its First-Ever Store

On Tuesday, luxury footwear and accessories brand Amina Muaddi opened its first-ever brick-and-mortar location, located at 6 Avenue Montaigne in Paris.

The store signifies a milestone for the self-funded, Paris-based label: Until now, Amina Muaddi has sold through its own e-commerce and shop-in-shops at Harrods, Le Bon Marché and Level Shoes, as well as through retailers like Saks Fifth Avenue, Mytheresa and Nordstrom.

The new boutique was designed by Art Recherche Industrie and features Art Deco wares, including a sculptural light fixture, lacquered cabinetry and undulating aluminium walls meant to resemble curtains.

Since its launch in 2018, Amina Muaddi has limited its distribution and built a reputation for sold-out products that generate consumer hype. Its footwear, with its signature flared heel, is regularly spotted on celebrities such as Rihanna, Kim Kardashian and Bella and Gigi Hadid, and the brand has also collaborated with A$AP Rocky’s creative agency AWGE and Fenty. By 2022, the brand had more than doubled its 2019 sales.

To commemorate the opening, the brand also released a capsule collection only available in the new store comprising its Ami clutch purse and six shoe styles reimagined in new colourways and embellishments.

“Having a store means having a home, both for our customers and the brand,” founder and creative director Amina Muaddi said in a statement. “We are so excited to be able to connect with our community, to let clients experience the brand not just through product but visually, physically and emotionally.”

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The buzzy footwear brand is opening its first permanent space at Harrods, testing the waters of physical retail with an eye to launching stores. It’s part of a broader plan for the $60 million per-year label’s next stage of growth, the designer said.