For Aquazzura's Edgardo Osorio, Success Began With Fashion Girls

"Before even celebrities, every 'It' girl, every magazine editor, every buyer at Fashion Week in Paris, or Milan, or London or New York, half of the front row was wearing us."
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"Before even celebrities, every 'It' girl, every magazine editor, every buyer at Fashion Week in Paris, or Milan, or London or New York, half of the front row was wearing us."
Aquazzura co-founder Edgardo Osorio at a gala in September. Photo: Venturelli/Getty Images

Aquazzura co-founder Edgardo Osorio at a gala in September. Photo: Venturelli/Getty Images

If you're the type to follow "It" girls and celebrities, chances are good that you are already pretty familiar with Italian luxury footwear label Aquazzura. Launched in 2011, the brand is as well known for its strappy sandals and lace-up pointed-toe flats as it is for its ubiquity on red carpets and fashion week front rows. The label's reputation as a fashion girl favorite was formally cemented when it enlisted Olivia Palermo for a six-piece collection last year that promptly sold out. Hoping to follow up on that success, Aquazurra is now preparing to launch an eight-piece capsule collection with London model/socialite Poppy Delevingne, due out next month.

Last week in Los Angeles, we previewed Aquazzura's spring 2016 collection and chatted with Edgardo Osorio, the brand's 29-year-old co-founder and creative director, about the line's popularity with celebrities, chasing kids in heels and giving away shoes for free.

Aquazzura is so popular on the red carpet. Is that something you specifically think about when designing?

Obviously that is a big part of what we do, but I have just always wanted to make fun, sexy shoes that aren't too expensive. That can mean red carpet, but I think of us as much broader than that. I think of us very much as dressing a normal woman on a daily basis while [she is] chasing after [her] kids. Every woman wants to feel well-dressed.

Diane Kruger in Aquazzura shoes. Photo: Venturelli/Getty Images

Diane Kruger in Aquazzura shoes. Photo: Venturelli/Getty Images

You must have a strong relationship with celebrity stylists.

We do work with a lot of stylists for the red carpet. But being such a young brand, we can't really afford to give shoes to everyone. Most of the time when you see celebrities wearing our shoes, they went out and bought them.

Aquazzura is only four years old.  How have you grown so quickly?

The wonderful thing is it really started with fashion girls. Before celebrities, every "It" girl, every magazine editor, every buyer at Fashion Week in Paris, or Milan, or London or New York, half of the front row was wearing us. It became kind of a funny thing, counting Aquazzuras in the front row.

Is there a certain woman, or type of woman, you associate with the label?

I love women. I like to think we can dress many women and also one woman for many occasions. Even if a woman has all the shoes in the world, she just has five go-to shoes in her closet that she wears. We want to be those go-to shoes.