15 a 22 de junho 2020
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Why have Amina Muaddi’s glitzy heels continued to sell out, even though lockdowns mean shoppers have few places to wear them? Party heels and expensive dresses are geared towards a lifestyle that is off the table for the foreseeable future thanks to the coronavirus pandemic. Even as lockdowns begin to ease, there will be few occasions to wear them. ? ? Despite this, Muaddi’s shoes are continuing to sell through at luxury retailers from Browns to Matchesfashion. Thanks to social media-driven buzz and a tight distribution, Muaddi has managed to maintain the hype surrounding her label, even as the pandemic has devastated some of her peers. Unlike many other small independent labels that also rely on the wholesale model, the designer didn’t have orders cancelled, even though prices for her kick-flared heels range from €495 ($552) to €1,200 ($1,341)-plus. She is even launching a line of mini-bags and statement earrings (the first step in a costume jewellery collection) for next season. ? ? Muaddi’s apparent resilience begs the question: is her brand just an inexplicable anomaly or is she doing something special that insulates it from the current crisis? [Link in bio] ?:: @aminamuaddiofficial
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