Our Story

At New Rebels, we like to think of ourselves as quietly defiant. For us, rebellion isn’t about making noise, it’s about choosing your own style and refusing to disappear. By reimagining the turban, the veil and the cap for today, we’ve turned headwear into a new way to express yourself.

I’m Yossra Ben Abdeljelil, a French designer with a passion for fashion history and creativity. When I realised there were few well‑made, modern turbans and bonnets out there, I started crafting my own pieces. I wanted something beautiful and practical that fit easily into a busy life, the kind of headwear I wished existed but couldn’t find.

Our mission is to fill that gap with quality that feels right. We source fabrics with care, always mindful of their feel and their impact on the planet, and we work with a French workshop to craft each piece with love and attention. We believe in making things that last and feel good to wear.

Our style is minimalist, feminin and easy to live with. We use gorgeous materials and cuts you can pair with anything, whether you’re dressing up or down. Our Easy Wrap Turban, made in a soft suede‑like fabric, has become a favourite for the way it simplifies getting ready without sacrificing style. We’re always exploring new materials and techniques to keep things fresh.

New Rebels is for women who don’t have much time but still want to look and feel their best. They care about materials, details and comfort, and so do we. We see strength and grace in choosing what suits you and wearing it confidently.

Looking ahead, we’ll keep pushing ourselves to innovate and improve. We’re not done yet. We're constantly thinking about what’s next; new fabrics, new shapes, new ways to stay true to our values while bringing you something unexpected. Thank you for being part of this journey with us. We can’t wait to see where we go together.