RB Fashion was founded in 2019 by Rawan Al Adwan and her sister Bayan. Their initials give the company its name and it started out offering customised modestwear to Jordanian women.

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?

 

Diaa Jamel