Part-Jordanian footwear designer Amina Muaddi’s stepfather dies   

The celebrated designer has a well-established brand, Amina Muaddi, famous for its signature flared heels. (Getty)
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Updated 04 June 2020

Part-Jordanian footwear designer Amina Muaddi’s stepfather dies   

DUBAI: Jordanian-Romanian footwear designer Amina Muaddi said Wednesday on Instagram that her stepfather has died. 

In a heart-felt message, captioning a cheerful picture of her childhood with him, she wrote: “You made the most noble choice: to be the father of a child that is not yours. I prayed to God that he’d take my tears and use them as fuel to give you more life.” 

“I will miss you forever daddy. My heart is shattered,” Muaddi, who celebrated her 34th birthday this week, added. 

The shoemaker, adored by celebrities, was born to a Jordanian father and a Romanian mother, said in an interview with Vogue Arabia magazine that her family moved to Amman a few weeks after she was born. 

Her parents split when she was six and she returned to Romania with her mother. 

“I wasn’t aware of what my mom did to help me as a child and it took me years to understand. The opportunities I have today are mostly because she took me out of Jordan. Not because it’s not a good place to live, but because my dad is very conservative and probably would not have liked for me to have a career,” she explained. 

 
 
 
 

 
 
 
 
 
 
 
 
 

@kyliejenner poses in her Begum slingback in bright pink silk satin. #AminaMuaddi #AminasLadies #KylieJenner

A post shared by AMINA MUADDI (@aminamuaddiofficial) on

Fast-forward to 2020, the celebrated designer has a well-established brand, famous for its signature flared heels, that has garnered a loyal checklist of famous fans, including Dua Lipa, Gigi Hadid, Kylie Jenner, Kendall Jenner and Hailey Baldwin Bieber.

 
 
 
 

 
 
 
 
 
 
 
 
 

@badgalriri posing in her BEGUM glass slingback pumps. #AminasLadies #rihanna #AminaMuaddiSS19 #AminaMuaddi

A post shared by AMINA MUADDI (@aminamuaddiofficial) on


Five fashion brands with digital-only collections

Updated 05 July 2020

Five fashion brands with digital-only collections

  • Sustainable style via clothes you’ll never actually wear– Is digital fashion the future of the industry?

DUBAI: Digital fashion is increasingly finding a place in the real-world strategy of global brands, and what it lacks in first-wear, feel-good endorphins, it makes up for in saving-the-environment smarts.

What is a digital fashion collection?

Essentially items that will never physically exist. Part creative outlet (dress your Bitmoji avatar in Alexander McQueen), part hypebeast flex (Fortnite’s “skins” are now must-have revenue-drivers) and part opportunity for the fashion world to address its environmental footprint. Crucially, while the industry has struggled to find scalability, digital-only collections represent a clear chance to reduce waste.

 
 
 
 
 
 
 
 
 
 
 
 
 

@burberry by @earlburgos

A post shared by ANIMALCROSSINGFASHIONARCHIVE (@animalcrossingfashionarchive) on

GQ Middle East’s fashion editor, Keanoush Zargham, believes that the concept is long overdue. “It’s vital for fashion brands to adopt a more sustainable way of thinking,” says Zargham. “And it’s great to see how they’re already thinking outside the norms of traditional runway shows, transforming the whole experience into a digital-first concept.”

Why should I consider buying digital fashion?

A cursory glance at your Instagram feed will reveal a host of once-worn “big fit” items that are quickly discarded. Consumers in 2020 buy more and use less, and the wastefulness of fast fashion has reached critical mass. Digital fashion means no items discarded, no material left on the cutting room floor and nothing destined for landfill. The question is, could it ever truly replace the physical element of the industry?

For Dubai-based fashion entrepreneur, Natalia Shustova, the sweet spot could lie somewhere in between worlds. “I don’t really believe in wearing a different item everyday just for social media,” she explains. “I prefer to curate a wardrobe. But the idea of wearing something a little futuristic and impractical to express my creativity – with zero production and waste – then, yes, I would love to try it and purchase digitally.”

While digital fashion collections might remain a work-in-progress, some brands are ahead of the curve.

Louis Vuitton

The Parisian maison dipped a monogrammed toe into the world of digital collections in 2019. Along with a real-world Louis Vuitton x League of Legends capsule collection, people on the multiplayer video game could also purchase Nicolas Ghesquière-designed LV branded skins for around $10. Merging the two worlds, the maison recently included a digital bag for its 2020 Cruise collection.

Carlings

In 2018, this Scandinavian retailer dropped a genderless digital collection of 19 key pieces. Priced $11-33 and ranging from long cloud puffer jackets to metallic track tops, it was a collection made for digital influence. All you had to do was purchase online, upload your image, click for a digital fit and share. It was wildly popular and drop number two is expected soon.

The Fabricant

Inspired by design student Amber Slooten’s all-digital fashion portfolio, Finnish animator Kerry Murphy founded the brand in 2018 and they have since created digital collections for the likes of Tommy Hilfiger, Puma and A Bathing Ape. Although items aren’t always available to the public, it did sell the world’s first digital dress for a staggering $9,500.

Happy99

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared b (@happy99.online) on

The brainchild of 3D artist Nathalie Nguyen, this virtual footwear collection is all manga spikes and cyberpunk style. Created more as a creative outlet than as a commercial interest, Nguyen has, so far, resisted requests to create in real time, leaving the brand as an ode to imagination and innovation.

Tommy Hilfiger

The PVH brand aims to fully embrace the digital world by 2021, with a mandate to avoid waste at all costs. While not exactly creating digital collections, Hilfiger will design and make samples digitally, only creating physical clothing for runway shows or when actually sold.