About Aaj
Aaj is a ready-to-wear modest brand offering a perfect harmony between timeless elegance and the latest fashion trends. Founded in Egypt in 2022 by Libyan designer Abeer El Keeb, Aaj aims to redefine modest wear, enabling the modern woman to dress elegantly and uniquely while embracing her authenticity. The brand is a reflection of the richness and uniqueness of Middle Eastern culture
and heritage. Aaj, the Arabic word for ‘Ivory’ refers to preciousness and scarcity, a state evoked from the designs and passed to the women dressed in each piece of Aaj. Aaj collections comprises a variety of tops, skirts, dresses, capes, jackets, and coats for morning and evening wear. Each piece exudes a smooth taste of elegance, femininity, and class, enabling women to dress up to the occasion as simple yet unique as can be. Handmade embroidery is one of the most distinctive features of Aaj showcasing the finesse, delicacy, and sophistication of each piece. Tailored with the finest fabrics and with a keen eye for detail, Aaj offers uniquely captivating designs brought to life with the mastery of color and fabric combination to create statement pieces that stand against the test of time. The Aaj-eya Woman
The woman dressed in Aaj is classy, delicate, and carries herself with grace. She likes to make a statement of elegance, confidence, and authenticity. She is a woman who likes to be stylish and trendy but at the same time but still remains loyal to her culture and appreciates tradition
Brand Mission
Empowering women to feel confident and radiant in modest wear through uniquely designed pieces made with top quality. We focus on bringing the world of fashion together with art and culture. Brand Vision
To expand and grow on a regional level as a brand that speaks for itself as an emblem of contemporary modest wear. Brand Values
• Elegance
• Quality
• Individuality
• Authenticity
• Confidence
About the Founder
Abeer El Keeb is a Libyan designer currently based in Cairo, Egypt. Her love for fashion started at a very early age when as a child, her main hobby was observing the window display of fashion stores and daydreaming about her love for fashion. This passion grew with her year by year. A few years later after having finished her studies in law, Abeer decided to study fashion design and styling. From this point, a new journey in fashion began and she opened a store in Libya where she displayed unique collections brought from abroad. In 2014, Abeer came to Egypt and was eager to learn more about the fashion industry in the country and the market. After grasping the know-how, Abeer decided it was time to start her own fashion brand and began visualizing the concept and brand essence. Through her label, Abeer aims to introduce refined concepts and elegant designs in modest wear that reflects Middle Eastern culture and identity. Her main goal is to make every woman feel confident in her own style and fashion choices with an ability to express her identity.
