Walk into any high-end boutique or scroll through luxury fashion editorials, and chances are you’ll spot the unmistakable silhouettes of Malone Souliers. 

Known for its signature curved constructions and impeccable craftsmanship, the brand has become synonymous with footwear that feels both timeless and contemporary. Under the leadership of co-creative directors Coco Fong and Valerio Bava, Malone Souliers is charting a course that continues to celebrate its roots while fearlessly embracing the future of fashion.

Fong’s journey with Malone Souliers began quite literally from the ground up – she started out as an intern at the shoe company, eager to prove she had what it took to succeed. She immersed herself in every aspect of the business, from running errands to assisting with clients. Her relentless curiosity and willingness to learn eventually earned her a place on the design team, where she developed a deep understanding of the brand’s DNA. “It was never about the task itself,” Fong reflects. “It was about what I could learn and contribute at every step.”

Bava, by contrast, came to Malone Souliers as an accomplished designer with a résumé that included collaborations with major Italian luxury brands. His arrival brought fresh perspectives and honed expertise, complementing Fong’s insider knowledge of the brand. Together, they have built a partnership defined by mutual respect and a shared vision, finding strength in their differences while creating harmony in their work. 

This synergy has become the foundation for Malone Souliers’ creative direction. Their silhouettes embody the brand’s ethos of blending timeless elegance with modern innovation. The Maureen, an iconic style with its distinctive curved silhouette and strap detail, balances boldness with subtlety. Such touches are guided by a commitment to longevity and resonance rather then fleeting trends. 

“I grew up in a region full of history and manufacturing skills,” recalls Bava. The brand works with small, family-run factories in Italy, where shoemaking skills have been passed down through generations. Each pair of shoes is meticulously constructed, reflecting an artisanal tradition that values precision and quality. 

While this respect for heritage anchors the brand, it does not stifle innovation. By incorporating cutting-edge technology like 3D printing to offer bespoke options, they managed to capture the traditional techniques of Italian savoir-faire while bringing an advanced take on the creation process. 

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However, the challenges of producing luxury footwear in today’s industry are significant. Rising material costs and increasing consumer demands for sustainability are constant pressures. Malone Souliers is tackling these issues head-on, weaving ethical practices into its operations without compromising on quality or aesthetics. 

From sourcing materials responsibly to working closely with artisanal workshops, the brand is redefining what it means to be fair in luxury fashion. “Being low-impact isn’t just about materials,” Bava explains. “It’s about the entire process – from the way we produce to the relationships we nurture with our suppliers.”

Global expansion, meanwhile, has introduced both opportunities and hurdles. The Middle East has emerged as a critical market for the brand, requiring a nuanced approach to conception. Beyond aesthetics, factors such as climate, culture, and functionality play significant roles in determining what resonates with consumers. 

For instance, pieces that align with traditional attire, like abayas, are crafted with the same level of care and attention as any core collection piece. This adaptability highlights Malone Souliers’ skill at staying culturally relevant while maintaining its distinctive identity.

Collaboration has also become a defining feature of the brand’s strategy under Fong and Bava. Partnerships with artists and designers inject fresh perspectives into the collections, allowing the brand to reach new audiences and explore creative frontiers. These ventures, while innovative, remain grounded in the brand’s ethos, ensuring they complement rather than overshadow its identity. 

“These alliances are a possibility to grow,” Fong explains. “They challenge us to see our proposals through a different lens, which only strengthens what we do.”

As Malone Souliers moves past its auspicious tenth anniversary, it is clear the brand is not content to rest on its laurels. Plans for expansion include a bigger foray into handbags, a natural progression that will complement their footwear collections. 

At the same time, the brand is doubling down on its commitment to legacy, ensuring the traditions underpinning its work are preserved for future generations. Training programmes and support for small-scale manufacturers are integral to this mission, reflecting the brand’s dedication to the art of shoemaking.

For the co-creative directors, the goal is not just to design shoes, but to tell stories. These stories are rooted in the tension between tradition and modernity, between global reach and local craftsmanship. They reflect the dualities that define luxury footwear – and the ability to find balance within them. As Fong and Bava look to the future, they are shaping not only the next chapter of Malone Souliers but also a vision of luxury that is both grounded and forward-thinking.