SHAHD & NAEEMA ALSHEHAIL
Title: Founders Brand: Category:
A John Hopkins University alum, Shahd and her aunt Naeema launched their brand in 2013. It is marketed as an ethical luxury label that celebrates culture through timeless contemporary designs. The brand became known for its iconic farwa— an oversized winter coat traditionally worn by men, reimagined for the modern woman. Queen Rania donned an Abadia farwa design for her daughter’s graduation from the Royal Military Academy in Sandhurst. Shahd has also launched Project JUST, an NGO aimed at challenging the exploitative practices of fashion.