DUBAI: Fans of Italy-based luxury shoe brand Aquazzura are in good company, with the likes of Princess of Wales Kate Middleton, Beyonce and Meghan Markle showing off the label’s heels on numerous occasions. With new boutiques in Riyadh and Jeddah, creative director and founder Edgardo Osorio sat down with Arab News to discuss his decision to tap into the Saudi market.
The brand, founded in 2012, is going through a speedy expansion in the region with new boutiques opening in the Kingdom, Bahrain and Kuwait in 2024, with another UAE boutique sscheduled for 2025. This is after the brand’s first regional outlet opened in Dubai in 2018.
The brand's new boutique in Riyadh. (Supplied)
“It’s a very special time to be in Saudi and be a part of cultural revolution,” the Colombian designer said of his foray into Saudi Arabia at Riyadh’s Centria Mall and Jeddah’s Al-Khayyat Center — the brand’s first mono-brand concept stores in the country.
“We have a very large Saudi clientele already existing, at the shop here (in Dubai) the shop in London, and the shop in Paris, so for us it was a natural step.”
Fashion aficionados the world over will be familiar with Aquazzura’s often-copied designs, including the gem-encrusted Tequila Collection, the sparkling Gatsby Collection and the popular Twist line with its butter soft nappa leather and double padded insoles.
While a distinct focus on attention-grabbing heels is part of the Aquazzura design ethos, Osorio is keen to reiterate that the brand was born out of a desire to provide comfort. (Supplied)
“The best sellers are the best sellers worldwide, but I think that Saudi women tend to dress up more,” Osorio said of Saudi footwear trends.
While a distinct focus on attention-grabbing heels is part of the Aquazzura design ethos, Osorio is keen to reiterate that the brand was born out of a desire to provide comfort.
“The reason (this) exists is because one summer I was invited to 13 weddings. I went to 12 … and I noticed women complaining about their shoes — and this was a time pre-designer sneakers, pre-there being all heel heights … Comfort was a dirty word in fashion at the time,” he said.
“And so I said … there’s an opportunity in the market to make beautiful, comfortable shoes because if you can choose, which one would you choose?”
That savvy insight proved to be the making of a designer who showed his fashion chops from a young age, interning at fashion companies in his native Colombia at the age of 14 before moving to London to study at the London College of Fashion at 16.
The Aquazzura boutique in Riyadh’s Centria Mall. (Supplied)
After dropping out to pursue a career at Italian accessories label Salvatore Ferragamo, Osorio found himself as the head of footwear at Roberto Cavalli at just 23.
His own venture began with the study of the human foot, a far cry of the glitz and glam of the red carpet where Osorio’s designs would end up.
“I worked with a technician who had been studying the human foot and making shoes for over 40 years and the way (our) shoes are constructed, the weight of your body is more evenly distributed … so our shoes are more ergonomic. The weight of your body is more evenly distributed between the front, the arch and the back.
“I also use extra-soft materials and I put in memory foam,” he said. “Almost nobody works like this. I don't know why except for me … and so obviously women feel the difference.”
The brand also boasts handbags and jewelry. (Supplied)
Women and fashion’s leading awarding bodies, it seems, for Osorio has just been named Footwear News’s 2024 Designer of the Year — a prestigious prize in the international style industry.
Osorio was named Designer of the Year once before, in 2015, and he is part of a cohort of previous winners including Jordanian Romanian celebrity designer Amina Muaddi, London-based Charlotte Olympia Dellal and Italy’s Gianvito Rossi, among others.
“It’s obviously a huge honor to be recognised by my peers and by Footwear News … this is a very pivotal moment for the brand,” he said.
The Aquazzura boutique in Jeddah. (Supplied)
“(We are) part of a major expansion for the brand, in the major face of growth in a difficult moment, people are believing in us and people are choosing to buy and wear Aquazzura.
“When I launched Aquazurra, we were in the middle of an economic depression and everyone was telling me ‘you’re crazy to open a brand and to leave Cavalli’ … I read somewhere ‘crisis means opportunity’ … and in the moment of crisis is when you need to get crafty and creative,” he said.
Twelve years on, as his latest gilded boutique in the Middle East joins his growing list of international outlets, it seems the designer took a step in the right direction.
