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Follow Friday: @ampmlondon

14th January 2022

WORDS BY NATALIE YIASSOUMI

This new London shoe label offers comfort, modernist designs, and feel-good colours. 

am-pm-shoes
am pm shoes

Padded insoles and curved, mid-heels feature in all the styles, which means the brand also lives up to its promise that women can use the shoes from am to pm. Images courtesy of @ampmlondon.

Edna Konadu self-funded and founded her shoe label, AM:PM London, just over a year ago, aged 24. She was on a mission to take her future into her own hands, create her own business – and offer women heels that are both modern and comfortable. 

From day one her brand’s motto revolved around three words, ‘contemporary, timeless, minimal.’ They informed every design decision Konadu has made ever since, with the final result being shoes that feel as good as they look on Instagram. Think satin mules featuring luxurious padded straps and cool sculptural heels in easygoing mid-lengths; sleek summer sandals featuring wraparound straps; or funky slides done in cow-print pony hair. 

Konadu also noticed how limiting the shoe market was when it came to offering the right nude shades and has made a point to offer her designs of nude heels and mules in three carefully selected shades of nude that can adapt to an array of different skin tones. The aim is to keep growing the collection and eventually include a minimum of 10 different nude shades. 

Elsewhere, the brand also offers playful styles in bright pops of lilac or chartreuse, while its new range of glossy vegan leather boots – done in acid greens and sky blue shades – make for the perfect winter mood-booster. 

Padded insoles and curved, mid-heels feature in all the styles, which means the brand also lives up to its promise that women can waltz around – and keep up with their modern lifestyles – from am to pm. 

You can see the shoes in action on the brand’s Instagram feed, which features a mix of lust worthy shoe shots, Konadu’s minimalist design inspirations, and the fellow power women embracing her designs. 

The shoes are also more accessibly-priced between 180 to 250 euros and the shoes are all available to purchase on the label’s own ecommerce platform. 

In other words, this is a real, modern-day brand made for women by women and bringing together everything from sweet-spot price points, upbeat designs, comfort and an ethos of diversity. It’s testament to the power of young female entrepreneurs, like Konadu, who are revolutionizing the fashion space and introducing much-needed change.