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Amina Muaddi's Spring 2022 campaign brings Arabic culture to the fore – WWD

With its latest Spring 2022 campaign, footwear brand Amina Muaddi is celebrating more than shoes. She celebrates Arabic culture.

The designer, who has Romanian and Jordanian heritage, said he has been pondering creative concepts since before the pandemic.

“I wanted to do something meaningful that would be an ode to my Arab heritage, a celebration of our culture,” Muaddi told WWD. “Obviously, I wanted to work with a creative who could understand and embody the concept, so leading the production with an almost entirely Arab crew was very important to me. [visual artist Dexter Navy’s] Lenses starring Iman, who is half-Egyptian [Hammam] I am of Moroccan Egyptian origin. Styled by Jalil Weaver.

creative direction @aminamuaddi; style @illjahjah; hair @hoshounkpatin; Mua @naimabremer;

Amina Muaddi

The campaign was shot entirely in Cairo, Egypt. Palm trees endemic to the region and purebred Arabian horses are seen in the background of the bejeweled shoes.

But really, it’s about the visibility of a culture that isn’t widely recognized in the global fashion world.

“This project is important because it is so close to our hearts. I’m an Arab up to the core,” said Muaddi. “We root for each other simply because there is little enough representation and spotlight for people of our background. You don’t often see beauty.”

With a cultural message, the luxury brand is looking to expand beyond the best-selling Begum style, but styles featuring crystal buckles, as well as new buckles, heels and details, remain brand staples. A new bag is also part of the collection.

The new mermaid bag is part of Amina Muadi's Spring/Summer 2022 collection.

The new mermaid bag is part of Amina Muadi’s Spring 2022 collection.

Amina Muaddi

“There are so many new styles in the collection, we are always challenging ourselves to create new ones because otherwise we would not feel inspired. We have also expanded our jewelery and handbag collections,” said Muaddi. said. “The new camellia slingback pumps have a special crystal embellishment inspired by the art deco mirrors we’ve been working on for a long time, and a square stiletto heel. This is one of my favorite new styles, I think it’s going to be a classic.Many of the styles are inspired by the undersea world that I’ve always been fascinated by.I must have been a fish or a mermaid in another life.Lily slippers with crystal flowers. is also a favorite, but there are many options.”

Model Iman Hammam poses in Amina Muaddi shoes for the Spring/Summer 2022 campaign

Model Imaan Hammam poses in Amina Muaddi shoes for the Spring 2022 campaign.

Amina Muaddi