Très Chic Shoes: Asmau Ardo on Refinement, Detail, and Intentional Design
What was the defining moment that led you into luxury footwear?
My journey into luxury footwear began during a very personal moment in my life. I was on maternity leave from my role as a professional pharmacist in the UK after having my daughter, and during that time—particularly through COVID—I found myself exploring the world of reselling luxury designer brands. That experience gave me a deeper understanding of craftsmanship, quality, and what defines true luxury. However, it also made me increasingly aware of how inaccessible many of these pieces were—the pricing often felt out of reach for many women. That was the moment I began to question: what if I could create my own? A brand that carries the same level of quality and craftsmanship, but with a more thoughtful and intentional approach to design and wearability. What started as exploration during a quiet period of reflection soon evolved into something much greater. That idea became the foundation of ASMAU ARDO.
Photo Credit: @JaySoundo
How do you translate Italian craftsmanship into something distinctly your own?
A key part of building the brand was extensive research into finding the right producers in Italy—artisans who truly understand the depth of craftsmanship and precision that luxury footwear requires. From there, it became about merging that heritage with my own design perspective. My work is rooted in elegance, but also influenced by cultural identity and a sense of restraint. It’s about creating pieces that feel refined and timeless, while still carrying a distinct point of view that feels personal and intentional.
Photo Credit: @JaySoundo
How do you balance form and function?
For me, comfort is not separate from elegance—it is part of it. That philosophy is reflected in our choice of silhouettes, particularly our use of block heels. This decision is both practical and deeply personal, as it connects to my Northern Nigerian heritage, where such styles are naturally worn with traditional outfits. At the same time, we are evolving the collection to include flats, wedges, and stilettos. Regardless of the form, each design is approached with the same intention: to ensure that the shoe supports the wearer while maintaining a strong, elegant presence.
Photo Credit: @JaySoundo
How do you define restraint in luxury?
Restraint, to me, is about intention and clarity. It’s knowing when a design is complete without needing to add more. In luxury, every element should serve a purpose. I focus on silhouette, proportion, and material—allowing the design to speak in a quiet but confident way. There is strength in subtlety, and I believe that’s where true elegance lies.
Photo Credit: Rooful Ali
What did presenting at Modest Fashion Week represent for you?
Presenting at Modest Fashion Week Paris was a defining moment for the brand. It placed ASMAU ARDO within a global conversation, while allowing me to present a perspective on modest fashion that feels elevated, modern, and refined.
It wasn’t just about visibility—it was about direction. It affirmed the identity of the brand and how it fits into a wider industry space, while still remaining true to its core values.
Photo Credit: Rooful Ali
What do you hope a woman feels wearing your shoes?
I want every woman who wears ASMAU ARDO to feel comfortable, elegant, and confident. The shoes are designed to support her presence rather than transform it. There is a quiet confidence that comes from wearing something that feels considered and right, and that sense of ease is at the heart of every design.
Photo Credit: Rooful Ali
What detail might people overlook but means the most to you?
The balance of the silhouette is incredibly important to me. It defines how the shoe sits, how it moves, and how it complements the wearer. It’s something subtle, but it shapes the entire experience of the design.
Alongside that, our signature gem plays a defining role in the identity of the brand. Many of our designs are embellished with this detail—it’s not just decorative, but symbolic. It acts as a quiet signature, something that ties the collection together while maintaining a sense of refinement. It’s intentionally subtle, but once recognised, it becomes part of how the brand is remembered.
Photo Credit: @JaySoundo
How do you want her to feel stepping into your shoes?
Grounded, elegant, and at ease. There is a calm confidence that comes from wearing something that aligns with who you are. I want her to feel assured in her presence—comfortable in movement, refined in appearance, and confident without needing excess.