TikTok Star Nara Smith Fronts Amina Muaddi’s New Campaign Ad for Summer 2025
Amina Muaddi has tapped Nara Smith to star in a new campaign teasing her summer 2025 collection.
In a video posted to @aminamuaddiofficial and @aminamuaddi on social media, the model is shown wearing a pair of black sandals with a minimalist silhouette featuring a horizontal toe strap and an ankle strap with a T-shaped design in the back. While the silhouette is simple, the shoes nevertheless make a strong statement with sparkling crystal embellishments across the straps.
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Wearing the the bejeweled shoes, which are lifted up by a recognizable hourglass-shaped heel, Smith steps on a myriad of containers, which causes viscous substances resembling paint and condiments to loudly squeeze out of those receptacles. The caption for the video reads, “TOMORROW. 3PM CET. AMINAMUADDI.COM.” Muaddi herself commented on the video, “READY FOR A SAUCY SUMMER.”
The ad is perhaps a nod to Smith’s social media presence, in which she’s known to use a soft ASMR-style voice as she shows herself making a range of things from scratch. She previously starred in a Marc Jacobs ad in which she makes a red version of The Tote Bag from the brand “from scratch” using baking ingredients.
With Rihanna and Christina Aguilera among those who wear her shoes (the former even collaborated with her through her Fenty line), Amina Muaddi has become one of the buzziest luxury footwear designers in the fashion industry. In addition to the recent ad starring Nara Smith, she recently teased a gold gladiator sandal by wearing the shoe at Schiaparelli’s spring 2025 haute couture show in January.
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