For more than a decade, Zeynab El-Helw lived within the rhythm of a global luxury house, structured, fast, relentlessly polished. When she stepped away from her role at Christian Dior Couture to build something of her own, she began shedding the versions of herself that were built for survival rather than authenticity. The Egyptian fashion influencer and founder of Reborn Society represents what happens when someone stops living on autopilot and starts living with intention.
With over 4.1 million Instagram followers and recognition from Forbes’ 50 Arab Women in Fashion, Zeynab has built more than a brand; she’s created an outward expression of her inner rebirth, one that prioritizes responsibility, honesty, and impact over the aspirational perfection that once defined her corporate life.
A Quiet but Powerful Rebirth
Zeynab’s transformation over the past few years has been quiet but profound. She let go of the perfectionist who constantly needed approval, the corporate persona who stayed within the lines, and the creative who doubted her instincts. Spiritually, she left behind the version of herself that operated on autopilot. Today, she lives with intention, clarity, and a much deeper sense of purpose.
This renaissance has been about awakening parts of herself that she had muted for years: her heritage, her values, and her desire to build something meaningful. “Reborn Society isn’t simply a brand; it is the outward expression of my inner rebirth,” she says. The name itself captures the journey, a deliberate transformation from who she had to be into who she truly is.
Weaving Identity with Global Voice
Being half-Egyptian and half-Turkish has always allowed Zeynab to move fluidly between worlds. With a global audience, she never feels she has to choose between her identity and her international voice; she weaves them together. She honors her Arab identity through the cultural codes she carries: grace, resilience, generosity, storytelling. She also uses her platform to spotlight issues deeply important to the region, from refugee support to sustainability.
“What the fashion world doesn’t always understand about Arab culture is its nuance. We are not one aesthetic, one story, one archetype. We are layered. We are modern and traditional, bold and grounded, luxurious and humble”, she notes confidently. Through her work, Zeynab tries to bridge that gap, to show the world a contemporary Arab woman who is rooted yet global, expressive yet deeply connected to her values.
From Corporate Luxury to Ethical Impact
Leaving Dior and building her own brand required a complete mindset shift. “In corporate luxury, the priority is aspiration, perfection, and continuity. With Reborn Society, the priority became responsibility, honesty, and impact” Zeynab assures to Soul Arabia, adding, “The biggest transformation was embracing the fact that a brand can be luxurious while still being ethical, sustainable, and socially conscious”.
Dior taught her discipline, storytelling, craftsmanship, and how to uphold a high standard in everything she does. “Those lessons became the backbone of Reborn Society”, she explains . “But now I apply them on my own terms, choosing materials that respect the planet, creating genderless collections, and ensuring the brand gives back”. It’s luxury with purpose, and that shift has been the most rewarding evolution of the fashion influencer’s successful career.
Creating a Reborn Society in a region dominated by fast fashion was a conscious choice, one rooted in responsibility. Using eco-friendly materials and donating to refugee causes__ especially Palestinians through UNHCR__ reflects her belief that fashion must be more than aesthetic; it must be ethical. “sustainability is not a trend; it’s a cultural awakening. The Middle East is at the beginning of its shift toward conscious consumption, and I wanted Reborn to be part of that transformation” she confirms. If she can help redefine what luxury means in the region, to include compassion, ethics, and purpose, then she’s done her job.
Visual Evolution
When Zeynab creates content, she’s telling a story about duality, the balance between softness and edge, glamour and ease, heritage and modernity. Her aesthetic has always been effortless street glam, but with time, it has become more reflective of the different chapters she’s lived.
The early years of her style were polished, structured, and very Dior-influenced. As she evolved personally, her style became freer, with more fluid silhouettes, more street elements, and more authenticity. Now, her visuals represent who she is today: a woman who is comfortable in her strength, grounded in her identity, and unafraid of contrast.
The Power of Creative Unity
“Creative unity is the magic that happens when different disciplines, cultures, and perspectives collide to create something bigger than any one person,” explains Zeynab. Collaborating with global luxury brands like Hublot, Chopard, and Fendi, as well as with regional designers, has expanded her creative language.
These partnerships have shaped her evolution, teaching her how to honor tradition while innovating, how to merge codes of high luxury with regional authenticity, and how to bring diverse communities together under a single creative visionز She reflects: “Collaboration has been my greatest teacher and has played a huge role in the entrepreneur I have become”.
Motherhood as Compass
Motherhood is the most grounding force in Zeynab’s life. Balancing it with entrepreneurship and a public platform hasn’t been easy, but it has given her clarity she didn’t have before. “Motherhood taught me patience, intention, and the importance of saying no. It made me more efficient and more purposeful with my creativity. Today, I create from a place of presence, not pressure,” says Zeynab .
Her kids see her build something meaningful, and that fuels her. They remind her that her work isn’t just about fashion; it’s about legacy, values, and the kind of world they are shaping for the next generation.
Part of a Renaissance
Zeynab believes we are living through an Arab creative renaissance unlike anything she’s ever seen. “Arab designers, filmmakers, artists, and founders are finally stepping into global conversations with originality and confidence” she assures, adding “What excites me the most is that they are no longer waiting for validation; they are building their own platforms, narratives, and creative industries”. To her, the future of Arab fashion is inclusive, experimental, sustainable, and proudly rooted in their stories.
It is an honor to be part of a generation redefining what Arab creativity looks like on a global stage.
The defining moment of her career was launching Reborn Society and realizing it resonated far beyond style. When people began telling her that the brand made them feel seen, empowered, or connected to a cause they cared about, she understood she was building something bigger than clothing. Being recognized by Forbes only reinforced that this journey is not just hers; it belongs to every Arab woman who dreams of creating impact, breaking norms, and building something with meaning.
Becoming
If Zeynab could speak to her younger self, she would say: “Trust your path, even when it doesn’t make sense yet. Every experience, every challenge, is shaping you for something greater. Don’t shrink to fit expectations. Your heritage is your strength, your intuition is your compass, and your voice matters more than you realize. Build boldly, create ethically, and never forget the power of purpose. You are becoming the woman you once looked for”.
Among a group of prominent female figures at Umm el-Jimal, Zeynab El-Helw embodies unity that honors nuance and complexity. Her work demonstrates that renaissance means awakening the parts of yourself you’ve muted, that rebirth comes from shedding survival mode for authentic living, and that true luxury includes compassion and purpose. She stopped living within the lines and started creating her own, and in doing so, became part of a generation redefining what Arab creativity means to the world.
Editor-in-Chief & Visual Director: Sultan Abu Tair, Produced by ThreeSixty Mena and photographed by Cihan Alpgiray, Styling by Jony Matta, Zeynab’s Black dress & Red dress from Rami Kadi, words by Amira Shawky & Mohamed Alaadin, and special thanks to Grand Hyatt Amman
