Edgardo Osorio Of Aquazzura On The 10th Anniversary Of His Brand

Think Aquazzura and think sophisticated, playful and oh-so-sexy footwear that channels la dolce vita. It’s proven to be a popular aesthetic, too, as the brand is stocked in leading stores, has its brick-and-mortar sites, and is worn by famous faces from A-list leading ladies to royalty.

This year marks Aquazzur’s 10th anniversary, so it’s been quite the year for Edgardo Osorio and his company. To mark this milestone, there have been designer collaborations, new brand extensions, cue the debut casa line, and of course, in true Aquazzura style, there have been glamorous Italian parties. Edgardo Osorio, Aquazzura’s Founder and Creative Director, tells us about the cornerstones of his company and the evolution of his brand.

Felicity Carter: What was your first memory of fashion?

Edgardo Osorio: I spent my childhood surrounded by women who ignited my interest in fashion. I remember my mother used to wear heels all the time, she had a simple sophistication in how she dressed, but she was always wearing great shoes.

FC: How, when, and why did you get into the industry?

EO: I’ve always loved fashion and beauty in each form. I wanted to create things that made the world more beautiful. Since I was a child, I’ve been drawing and sketching a lot. Designing shoes soon became my real passion and a natural extension of my love for fashion, something instinctive that always came very naturally. I started doing internships in fashion at 15 after attending a summer course at Central Saint Martins. Then moved to London to Study shoe and accessory design. After my studies in London, I moved to Italy to work for Ferragamo and started consulting for many brands. At 25, I decided to create my own company after working in different Italian luxury brands. Everything started during a vacation in my beloved Capri. I love everything about this place, its landscape, its sea, its unique magic, its history, and the vibrant Dolce Vita flair that you can perceive, which is what I want to communicate with my brand.

FC: What is luxury to you?

EO: Luxury, for me, is time. Time to design and make something beautiful. Time to create something from the very best materials that can stand the test of time. Time to enjoy life, family, friends and the things you love the most. Time to make something special that we want to keep for a long time.

FC: Who is your customer?

EO: The Aquazzura woman is a modern woman. She is very active and a multitasker; she has a family, goes to the office, attends parties, loves to travel, tastes beautiful things, and wants to enjoy life. It’s her I have in mind when I design.

FC: What are the cornerstones of your company?

EO: The cornerstones of Aquazzura are quality, comfort, beauty and sensuality packaged with modern Italian flair. The new dolce vita lifestyle.

Our shoes and accessories are made of high-quality materials and leathers, impeccably made in Tuscany craftsmanship and have a well-defined and immediately recognizable aesthetic. This will allow me to transform Aquazzura into a lifestyle brand with defined stylistic codes.

Also, I firmly believe comfort should be intrinsic to beauty and luxury while creating contemporary shoes through impeccable craftsmanship – this is the key to Aquazzura’s success.

When I started my brand, I wanted to do something different, and I hired a technician that had been studying the foot and working in shoes for over 40 years. Together, we developed lasts and shapes that fit better on the foot and distribute the body’s weight not only on the ball of the foot but also in the arch and the back. We also apply extra padding with memory foam on the soles to make them softer. All my shoes tend to be very light and soft.

I also think Aquazzura shoes have a soul, something extra you cannot explain that makes people smile and feel good.

FC: Which was the first-ever pair of shoes you designed, and how did it come about?

EO: The ‘Sexy Thing’ bootie. We called it a second-skin shoe as it was made in butter unlined suede or Nappa, and it molded to the foot like a glove. It had three cut-outs in the front that made it very sexy. I still remember designing this shoe while I was on holiday in Portugal by the pool of my hotel in the Douro valley. Giovanna Battaglia was the first to wear them to the front row of many fashion shows the month we launched.

FC: What collection are you designing, and what’s on your mood board?

EO: I’m currently finalizing all the lines of the FW2023 collection, the footwear, the jewels, and above all, I’m preparing for the big launch of the first Aquazzura handbag collection. After the 10th anniversary celebrations and the launch of the Aquazzura Casa homeware line, I want to start the new era of Aquazzura by introducing a bag collection.

The mood board is characterized by graphic modern minimalist silhouettes for the day, with platforms taking center stage and uber-sensual embellished pieces for the night. There are lots of emotional pieces that our girls will fall in love with. After this year’s 10th anniversary celebrations and the launch of the Aquazzura Casa line, I want to bring even more excitement into the second decade of Aquazzura.

FC: The brand celebrated its 10th anniversary this year; what’s the most significant thing you’ve learned along the way?

EO: Be yourself, work hard, be kind and dream big, as everything is possible.

FC: How do you see your brand evolving further?

EO: My goal is to transform Aquazzura into a lifestyle brand, creating brand extension lines in new market segments such as eyewear, beauty and perfumery, all supported by constantly expanding the network of retail channels through the opening of new flagship stores around the world.

See more on aquazzura.com.