It all started earlier this year with a striking image of baroque pumps, curiously encased in what looked to be plastic, posted to Instagram account @Midnight_ZeroZero. There was no shopping information, no website listed, and no other details given other than: “Founder and Creative Director @AdaKokosar”. Upon tracking fashion consultant and street-style star Ada Kokosar – whom Scott Schuman often signal-boosted on The Sartorialist –it turned out her personal social media accounts were also a dead-end. We couldn’t find Midnight 00 for sale anywhere on the entire Internet. One thing was clear, though: the shoes were the most incredible designs we had seen in forever.
Frustration soon set in because it was clear that fashion girls the world over had honed in on the designs and were wearing them, but how were they getting hold of them? Every time they popped up on the ‘gram, we went scrambling, Googling every conceivable search string trying to find out where the shoes were being sold. For the longest time, the answer came back: nowhere. It was like a fever dream. Were we imagining the shoes? Did we dream them into existence? Was this all a hoax?
The teasing seemed to go on forever – whoever was curating Midnight 00’s images was clearly aware of how to stoke desire. The brand proved elusive to the point of frustration, and then something extraordinary happened. After stalking Midnight 00’s Instagram account for months, it posted several images of Savage x Fenty’s lingerie collection, which had just shown at New York Fashion Week. And who created the shoes for the presentation? None other than Midnight 00. It seems like Rihanna had also been keeping her eye on the covetable brand and managed to conjure a collaboration.
With bona fide validation in hand, we went searching again, and eventually turned up with the very good news that Midnight 00 was now available to the public via Matches Fashion, a consistently early purveyor of the best emerging fashion brands. Elated, we had to share the news because after our intrepid journey tracking this brand’s momentum, we couldn’t be happier to finally snag a pair for ourselves. What we know now is that Midnight 00 was originally created by Kokosar in collaboration with shoe label Paciotti, with its designs inspired by a combination of Cinderella’s delicate glass slipper and Marie Antoinette’s lavish taste. You can shop our favorites in the gallery, below.