A few years ago, Amina Muaddi was everywhere. Her angular flared heels were the footwear equivalent of a blue checkmark—worn by Rihanna, seen on Bella Hadid, and perpetually sold out. From 2020 through 2023, she defined a kind of post-lockdown, hyper-glam femininity that fashion couldn’t get enough of.

But like many hype-heavy labels, Muaddi’s momentum eventually cooled. The buzz plateaued. The shoes lingered in stock longer. Some even trickled into the discount sections of online retailers—an early warning sign for any luxury brand built on scarcity.

Fast-forward to mid-2025, and Muaddi is back in headlines. But this time, it’s not because of a viral drop—it’s retail strategy. And the moves are intentional.

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A Physical Home for a Digital Icon

In July, Muaddi opened the doors to her first flagship store in the heart of Parisian luxury. Located at 6 Avenue Montaigne, the boutique was designed by Art Recherche Industrie with curving aluminum walls, sculptural lighting, and cabinets styled like shoeboxes—part retail, part set piece. For Muaddi, the store represents more than a physical space: “Having a store means having a home,” she said in a statement. “This is only the beginning of a long, new journey within retail.”

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To mark the opening, the brand released a capsule of six reimagined shoe styles and an embroidered Ami Clutch, exclusive to the store. It’s a high-stakes move—and one that signals confidence. While many DTC-native brands hesitate to invest in brick-and-mortar, Muaddi is betting on intimacy, experience, and exclusivity.

It’s not her only retail push: a permanent space at Le Bon Marché debuted earlier this year, joining existing placements at Harrods and Level Shoes. The message is clear—Muaddi is shifting from hype to heritage.

Cruise 2025

Just ahead of the store opening, the brand unveiled its Cruise 2025 collection with a campaign starring model Tina Kunakey. The visuals, all glossy Mediterranean heat and late-night sparkle, featured returning hero styles like the Mookie Slipper and Gigi Thong alongside newer showstoppers like the 155mm Anok Plateau.

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But more notable than the shoes was the attention to accessories—especially the expanded Ami bag, which now stars alongside the footwear. For a brand once laser-focused on heels, this pivot toward lifestyle suggests a broader ambition.

So… What Does This All Mean?

The brand never disappeared—but it did shift gears. Recent moves, from the Paris flagship to an expanded product line, point to a deliberate evolution in strategy: less about viral drops, more about long-term positioning.

Still, the luxury market isn’t what it was in 2020. Bain & Co. forecasts a modest slowdown in growth, with consumers becoming increasingly price-sensitive. If Muaddi’s shoes—many priced north of £700—start appearing too frequently in the sale section, it could chip away at the brand’s aura. For now, though, the strategy appears tightly controlled.

Whether this marks a new era of growth or simply a natural brand progression remains to be seen. But what’s clear is that Amina Muaddi is still shaping her narrative—on her own terms.