There are few shoes that make celerities and style icons go weak at the knees (and not out of physical pain) quite like Amina Muaddi's. The Jordanian-Romanian designers' distinctive flared heels are favourites of Rihanna, Kendall and Kylie Jenner, Queen Rania of Jordan, Solange Knowles, Dua Lipa and Rosie Huntington-Whitley to name but a few.
Gorgeous, glamorous and talented as hell, Amina Muaddi is truly a designer of now; from the company she keeps and her updated take on artisanal techniques to how she launched her eponymous brand via social media. The latter was an approach that paid off; the debut Amina Muaddi drop sold out in just one day. Nurturing her relationship with clients - both A-list and otherwise - through Instagram is integral to Amina's business.
You only need glance at the comments and engagement on her every post, and every post featuring her creations, to see that. But Muaddi's social media strategy is about more than just business. There is a genuineness behind the aching coolness. You want the shoes and, let's be honesy, you want to be Amina. But you also want to be friends with her and that's the kind of connection no amount of PR budget can buy.