Jordanian label RB Fashion is not your average modestwear brand
It's since grown to encompass much more than that.
With headquarters in Amman, the label underwent something of a transformation in 2020 when brother Abdellatif joined the team. With the siblings each coming from strong business backgrounds — Bayan and Abdellatif from marketing, and Rawan a self-described "serial entrepreneur" — the three decided to rethink the business strategy.
The idea was simple: rather than creating products they hoped women wanted, why not ask customers what they actually needed?