“I’m trying to do for elegance what Goop has done for wellness,” declared Deena Aljuhani Abdulaziz on a recent phone call. Princess Deena, as she is known in the industry, is a former retail executive and fashion editor. Earlier this year she launched Deenathe1st, an editorial platform consisting of a website and podcast series through which she is looking to disseminate her distinct take on elegance. As one of her inaugural projects, Abdulaziz is releasing a capsule collection of footwear with Larroudé, the footwear label founded by former fashion editor Marina Larroudé.
Abdulaziz and Larroudé go way back, both as friends and now brands. They first met during their time as contributors for Style.com, and, in 2020 when the latter launched her eponymous label, it was Abdulaziz who fronted the first campaign. “It happened very organically,” said Abdulaziz of their new collaboration, which launches today, “we would always talk about great shoes, as we both love shoes, and always said we should do something together, so I can’t really say that she or I initiated it.”
PHOTO BY KEVIN TACHMANPhotographed by Kevin Tachman / Courtesy of Deenathe1st.com.
Photographed by Kevin Tachman / Courtesy of Deenathe1st.com.
Rather, that it happened now is a matter of kismet and perfect timing. Abdulaziz launched her platform this summer, and thought this could help propel it. Deenathe1st is the result of Abdulaziz’s deeply rooted love and passion for fashion, as it sees her return to the industry formally after some time away. “It was a long sabbatical, a quite healthy one, but I am now an empty nester, all of my children have graduated from college and are working,” she said, “I thought, perhaps fashion is done with me, but I’m not done with fashion.”
The capsule features two styles of shoes, a sleek heel with an ankle strap, and a peep-toe wedge, both rendered in suede, metallic leather, and textured leather for a total of eight pairs. “It’s very simple,” said Abdulaziz, “they’re inspired by what I would love to wear.” The shoes have a ’90s sensibility to them in their slightly rounded tips and heel heights. The wedge, particularly, captures that time’s approach to elegance and glamour, though Abdulaziz concedes that wedges can be difficult if not approached correctly.
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“These are very elegant wedges.” she said. “They’re tricky, but these I think are chic, it’s about the height and the proportion, and also the materials.” Abdulaziz and Larroudé made theirs in silver and gold metallic leather plus black and white suede. The slingbacks are available in red, olive green, as well as the black and white suede. “White leather is tricky, but white suede is very elegant,” proclaimed Abdulaziz. “The material is bold but sophisticated,” she continued, “it’s about the softness of the suede, which makes it more elegant. It’s a glamorous shoe.”
“What we need is to remind people about the beauty of elegance and being well dressed, and that is not about money,” said Abdulaziz. It’s also not about a singular point of view: “It can be my style or anyone’s style, but there’s something beautiful about being well put together,” she continued. Such is the ethos of this capsule and of Deenathe1st, Abdulaziz’s sartorial take on Goop.