After studying architecture at the American University in Cairo (AUC), Jayda Hany pursued her original passion by moving to London to study fashion and footwear designing in 2012.
Five years on, and her designs are inspiring automotive flagship manufacturers BMW to customize one of their models based on her shoe designs.
Hany’s collection earned her an invitation to the New York Fashion Tech Week, where sponsors BMW customized an M4 vehicle to match her unique shoe designs.
Renowned stylist and model Lily Gatins specifically asked to wear the same shoes during the fashion week’s runway event, where Hany’s designs were further exhibited.
Her designs are totally unorthodox; they include 3D-printed joints, stainless steel rods, as well as assembling shoes as a sole unit consisting of successfully-connected elements. It is the process of “building shoes rather than making them”, as described by Hany.
“My architectural engineering background influenced my fashion-related designs including footwear. I subconsciously developed an eye for structural details and I made a design element out of these details over the years which is quite evident in my footwear designs,” she says.
“I have always viewed a shoe as a mobile structure that is carrying the human body. I noticed the strong relationship between my past profession as an architect, footwear and fashion as a whole.
“Consequently, I developed my personal interest as a designer in clarity and constructivism. I always emphasize on the detailing of assembly and connections. I generated my identity as a futuristic designer, who has an eye for structure and respect for the traditional making techniques”.
For her Fashion Tech Week designs, Hany did research on biomechanics to find out that a foot’s gait cycle has eight different phases with each phase having a different maximum pressure point.
She came up with six different design variations that consisted of truss joints and stainless-steel rods.
“I wanted the sole units to convey a relationship of transparency between the shoe as a product and the user, where the user is able to clearly view how a sole unit’s elements are successfully connected, and how the shoe as a whole is assembled,” Hany says.
Due to the multiple types of technologies gone to them, Hany’s designs are still made-to-order rather than ready-to-wear. They target a specific segment of consumers such as musicians and artists.
Nonetheless, Hany is working on a simplified version of her design that can fit for a ready-to-wear in the near future.