Jordanian-Romanian footwear designer Amina Muaddi has been featured in a new campaign for French beauty brand Lancôme, promoting the label’s La vie est belle Very Cherry eau de parfum. The campaign, released this week via Lancôme’s Instagram, highlights Muaddi wearing pieces from her own footwear line while embodying the fragrance’s sophisticated image.

In the campaign film, Muaddi is seen dressed in oxblood knitwear and tailored clothing, walking through a room furnished with a burgundy leather sofa. She reclines on the sofa, holding a cherry by the stem, applying the fragrance to her neck, and handling the bottle, which is a deep red color. The video also gives close attention to the burgundy patent heels she wears, paired with a diamond anklet, and features her hand resting on a gold-framed clutch from her brand.

In the accompanying narration, Muaddi describes the relationship between fragrance and footwear. She states that a great scent—like a great pair of shoes—can boost confidence and polish how a person feels, adding that her friends often recognize her arrival through her presence before seeing her. Describing the scent, she notes an initial brightness of cherry that evolves into warm oud, characterizing the fragrance as bold and sophisticated with a mysterious undertone.

Lancôme’s fragrance description identifies the perfume as centered around a black cherry accord with violet leaf absolute, supported by a base of refined oud accord enhanced by cocoa butter absolute and vanilla from Madagascar. It was created by perfumers Antoine Maisondieu and Christophe Raynaud.

Muaddi emphasizes the complementary nature of footwear and fragrance, suggesting that while shoes can catch attention, it is the scent that makes a lasting impression. “It’s the cherry on top,” she remarks.

Muaddi launched her namesake footwear company in August 2018 after departing from her position as co-founder and creative director of luxury shoe brand Oscar Tiye. Based in Paris, the Italian-manufactured label has gained recognition for its sculptural, flared heels, favored by celebrities including Dua Lipa, Gigi Hadid, Kylie Jenner, and Hailey Bieber. The brand later expanded into handbags and opened standalone stores in Paris on Avenue Montaigne and in Dubai at Level Shoes in 2025.

Her Spring 2026 collection drew inspiration from 1990s New York fashion and the minimalist style of Carolyn Bessette, featuring pieces such as the Jamie Mule, Mona Boot, and Anok Sling 55 in colorways ranging from glossy navy crocodile and deep brown to patent black, alongside softer tones like powder blue, blush pink, polka-dot satin, and lace.