When Gigi Hadid stepped out in a pair of black suede boosts, fashion watchers were stumped. Then, a few days later, Kylie Jenner wore the same pair in a camel colour and the commenters still had no idea. Since then, the boots and shoes of Oscar Tiye have been popping up on everyone from Miranda Kerr, to Zoe Saldana to Nina Dobrev.
Rising design star Amina Muaddi’s stunning shoes – with signature magenta lining – have fast become a favourite with stylists, celebrities and shoe aficionados the world over. Established in 2013, the label embodies the designer’s Middle Eastern heritage. The logo represents a scarab, a lucky charm and the bearer of happy events, while their signature shoe, the Malikah, symbolised the Egyptian beetle taking flight.
After studying fashion communication at the European Institute of Desgin in Milan and short stints stylish for L’Uomo Vogue and US GQ, Muaddi decided to start her own label. Determined to make her product herself, Muaddi relocated to the Riviera Del Brenta in Italy to learn directly from artisans and suppliers. The driving force behind the purity and craftsmanship of the collection is born out of the essence of the primary desire of every woman: to have a shoe capable of expressing elegance and strength in a perfect balance. Every Oscar Tiye shoe carries the signature magenta lining and insole, as well as a special padded cushioning that offers the wearer superior comfort.
Despite the majority of high-end shoe designers being male (Christian Louboutin, Jimmy Choo, Manolo Blahnik, etc), Muaddi feels that she has a certain advantage as she herself is the model. “From a design perspective, a woman knows better. After all we’re the ones wearing them. I understand a woman’s needs because I feel what my clients feel. And we all feel like we can’t live without a certain pair of shoes.”
