Celebrating a Decade of Craftsmanship: An Exclusive Conversation with Coco Fong & Valerio Bava, Co-Creative Directors of Malone Souliers

In honor of Malone Souliers’ 10th anniversary, JDEED sat down with Coco Fong and Valerio Bava, the brand's co-creative directors during their recent short trip to Dubai.

Were discussed the label's journey, its commitment to craftsmanship, and the challenges and triumphs of leading a modern luxury footwear label. What started as a small, close-knit team has grown into an internationally recognized brand that continues to innovate while staying rooted in its core ethos of quality, creativity, and collaboration.

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Can you tell us about the inception of Malone Souliers and how the brand has evolved over the years?
Coco Fong & Valerio Bava (CF & VB): The brand was founded by Mary Alice in 2013, and since the beginning, it’s been a journey of consistent growth. Initially, it was just a small team of three people, but over the past decade, we’ve expanded steadily while maintaining a family-like environment. The transition from designers to creative directors came naturally as Mary Alice took a step back, trusting us to carry forward her vision.

How has the creative process evolved since taking on your new roles?
CF&VB: Being creative directors is so different from being designers. It involves overseeing not just design but also marketing, sales, and the entire business. Having each other to bounce ideas off and share responsibilities has been invaluable. We approach every detail together, ensuring cohesion and a unified vision, which is key when creating something that feels distinctly Malone Souliers.

"The Middle Eastern audience has been incredibly supportive and enthusiastic. They love the craftsmanship and unique designs, and we design with this market in mind."

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Craftsmanship is central to Malone Souliers. How do you maintain this standard?
CF&VB: We work closely with small, family-run factories in Italy, ensuring every shoe meets our standards of quality. There’s no cutting corners—if something doesn’t meet our expectations, we go back to the drawing board. Craftsmanship is a dance between handmade artistry and machine precision, and it’s something we’re deeply passionate about.

The Middle East is a significant market for Malone Souliers. How do you connect with this audience?
CF&VB: The Middle Eastern audience has been incredibly supportive and enthusiastic. They love the craftsmanship and unique designs, and we design with this market in mind. Collaborations with regional talents, like our project with Dima Ayad, have been particularly rewarding. These collaborations allow us to celebrate local culture while showcasing our signature styles.

Sustainability is a major focus in the industry. How does Malone Souliers approach this?
CF&VB: Sustainability is crucial to us. We work with suppliers to use eco-friendly materials, like recycled PVC and leather from the Leather Working Group. Our packaging is plastic-free, using recycled paper, and we constantly look for ways to minimize waste. It’s a continuous journey, but it’s one we’re deeply committed to.

What advice do you have for young designers aspiring to follow in your footsteps?
CF&VB: Passion and patience are key. Start at the bottom, embrace the gritty work, and be open to learning. Don’t be afraid to ask for help and lean on others’ expertise. It’s a long journey, but the rewards are worth it when you love what you do and give it your all.

What’s next for Malone Souliers?
CF&VB: We’re focusing on expanding our bags category and exploring new product lines. Additionally, we want to strengthen our presence in emerging markets and deepen connections with our customers through more activations and collaborations. There’s so much ahead, and we’re excited to keep innovating while staying true to our roots.

With a decade of success under their belt, the creative directors of Malone Souliers continue to lead the brand with dedication and vision. Rooted in craftsmanship and fueled by innovation, Malone Souliers is not just a footwear label—it’s a testament to the power of passion and perseverance in luxury fashion.

Discover more on Malonesouliers.com

Cover/ Valerio Bava and Coco Fong