Designer and Creative Director Nasiba Hafiz started the brand in 2012. She graduated from The London School of Fashion studying fashion photography and styling post graduation she started working in retail. Born to Saudi late Publisher Hisham Hafiz and Nasiba Tarabzouni (yes she was named after her mother) she inherited her eccentric sense of style from them. Being a trendsetter, her mother played a big inspirational roll to Nasiba growing up. She was never afraid to experiment with fabrics and silhouettes she's infused with music, musical plays and movies, legendary Egyptian actresses and her love for the 50’s, 60’s and 70’s.