Amina Muaddi introduces her Cruise 2025 collection with a campaign set in Paris, marking a key moment for the label by unveiling its first dedicated handbag visuals. The campaign features French model Tina Kunakey, photographed by Janneke Van Der Hagen under the creative direction of Jahleel Weaver. This new presentation aligns with Muaddi’s continued focus on modern glamour while adding new dimensions to her accessories line.
CRUISE COLLECTIONS
Paris, the city where Muaddi’s brand operates, provides the tone for the campaign. The setting brings together the brand’s sharp design language and the grounded sophistication of a city that has shaped its evolution since 2018.
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The Cruise 2025 lineup includes several updated shoe silhouettes that reflect the season’s emphasis on lightness and texture. The open-toe version of the Anok mule, which Rihanna wore in 2024, leads the offering. With its clean lines and elevated silhouette, the style bridges evening dressing and casual elegance.
Other footwear highlights include a refreshed version of the Lori sling, which now features crystal embellishments wrapped around spaghetti-thin leather straps. Espadrilles arrive with raffia and lace details, paired with the brand’s sculptural brass hourglass heels. Muaddi also introduces new versions of flats, such as the Gigi Thong sandals, which incorporate oversized crystals and a compact 45mm heel, designed for both practicality and impact.
The campaign also showcases the brand’s first handbag-focused visuals. Several styles expand the existing Ami handbag line, including a clutch version fitted with a mirror. A larger version of the Ami joins the Gemini bag, designed with enough space to carry the Gigi Thong sandals.
Muaddi also introduces a new line of pouches featuring the crystal Camelia medallion, signaling a move toward defined handbag signatures. These pieces echo the same sculptural approach seen in her shoes, combining refined structure with attention-grabbing detail.
For Cruise 2025, Muaddi selects a seasonal palette that ranges from playful to neutral. Tangerine leather and snake-print textures bring contrast to a base of mocha, almond, champagne, white, and black tones. The collection builds on past successes while introducing a material mix that supports the transition from day to evening wear. These colors and textures don’t overpower the silhouettes but instead support the sculptural forms of each design.
In April, Muaddi opened a shop inside Le Bon Marché in Paris, expanding the label’s retail footprint in a key location. This new store adds to the brand’s growing presence among luxury shoppers and reinforces its position as a frequent choice among celebrities.
