WORDS BY NATALIE YIASSOUMI
The London shoe label is known for its collection of chic flats and feminine flair.
Bow sandals galore is what Apiedi does best. Images via @apiedi_official
With spring approaching, and with it the promise of open-toe shoes, Apiedi is the next independent shoe brand to add to your radar – and your Instagram feed.
The label’s founder, Mariam Syed, is an expert in all things flat and effortless and offers some of the most elegant sandals, slippers and ballerina flats out there. As a mother of four, Syed realised that heels were no longer an option in her day-to-day life and went on to create the kind of polished, sophisticated collection of flats, she – and as it turns out, many other women – have been craving.
It’s been almost a decade since Syed has brought her vision to life, and since then she carved her own niche in the footwear arena, with styles such as bow-embellished mules and thong sandals, decadent satin slippers and dreamy tulle embellishments, fast-becoming her signatures. No matter what the trend cycle dictates, it’s refreshing to see the brand never compromising its own feminine character and adopt a season-less approach. You can easily spot the feminine touches, all over its Instagram feed, where snaps of the shoes are mixed in with shots of saccharine pink interiors and past icons, from Audrey Hepburn, to Princess Diana and Francoise Hardy.
The shoes are produced in Syed’s family-owned factory in Pakistan – a business that has been going for over three generations and is now run by Syed’s brother, who went on to specialize in footwear.
The brand has also incorporated an ongoing charitable element to its business, with sales proceeds from its d’Orsay flat pumps always going towards the U.K. Crisis charity, to help the homeless off the streets.
As we navigate a new world, where purpose is top-of-mind and decadence has to meld with comfort, Apiedi’s feminine flats might just be the answer.