ONCE UPON A TIME IN ISTANBUL

Since its inception, WHATIFBRAND has championed an authentic and personal relationship with fashion.

Founded in 2020 by Zenasgrup in Istanbul, the brand was born out of a desire to create high-quality, original designs that capture the multifaceted spirit and diverse lifestyles of women. For women who express themselves without hesitation, who can shift between many roles throughout the day — professional at the office, elegant at an evening event, bold one moment and romantic the next. This versatility became the very spark that ignited the idea of WHATIFBRAND.

Produced in Istanbul, our collections combine elegance, courage, and romance with a modern, timeless, cosmopolitan, and universal aesthetic. Blending feminine and masculine lines, WHATIFBRAND offers women an unlimited space for self-expression.

In 2025, this spirit traveled far beyond Istanbul. WHATIFBRAND opened its doors in New Jersey, marking its official entry into the U.S. market. What began as a Turkish fashion story has now evolved into an international journey, bridging style from Turkey to America.

Today, WHATIFBRAND delivers its limited-edition collections online to fashion lovers worldwide, with one clear mission: to empower every woman to tell her own story through style — and to be there with her every step of the way.