From Frustration to Freedom
AASH was born not from trends, but from a need.
Like many women, our founder Amira Ashraf struggled to find clothes that were elegant, modest, and comfortable without layering, and without losing her sense of beauty.

With support from her partner and family, she turned that frustration into a mission: to create a brand for women who want to look chic and composed, without the chaos.

Why AASH-Fashion? We exist to simplify the daily lives of modern women through effortless, elegant fashion that honors both modesty and individuality. Our designs answer the daily question “What do I wear today?” with clarity, consistency, and quiet beauty.

AASH-Fashion Vision: By 2027, AASH will be the leading fashion brand for modest, modern women delivering a full wardrobe experience of comfort, beauty, and consistency across every moment of life, in Egypt and beyond.

AASH-Fashion Mission: We design elegant, anti-layering collections for women who seek comfort, confidence, and timeless style. We create seasonally curated collections that fit real bodies, simplify daily dressing, and move effortlessly through every part of a woman’s day. Our mission is to empower women, especially those who value modesty and sophistication with pieces that reflect their lifestyle, support their confidence, and bring ease to their wardrobe.

AASH-Fashion Values:

• Fit → Tailored to real bodies
• Comfort → Designed to be lived in
• Accuracy → What you see is what you get