JBR is the style superhero Doha didn’t know it needed, using his masked persona and a deep respect for his culture to help evolve the boundaries of menswear and inspire a new generation of creatives.
The thing with JBR is, he only lets you see what he wants you to see. Instantly recognisable for never showing his face, the Qatar-based social media star has become a trailblazer in the country’s traditionally conservative fashion scene, choosing to buck the status quo with a fashion-forward view on style—and embracing anonymity as his form of self-expression.
The journey into fashion for JBR [who opts for the moniker over his real name] began back in 2016 when he was living in the United States. He started an Instagram account to showcase his fits. Inspired by street-style pioneer and late Off-White founder, Virgil Abloh, he often (but not always) wore a mask. While the account didn’t initially gain traction, everything changed upon his returned to Doha in 2019, when he decided to embrace the JBR persona—images with his face were archived, and flashes of colour and patterns began to seep into his usual monochrome fits.
He jokes that his trademark mask operates as his “superhero” cape—a way to separate his public persona from his private one— allowing him to push creative boundaries and experiment in style without judgment or criticism from society’s more conservative circles.
On the surface, JBR is just a well-dressed guy, so much so that Esquire Qatar is shooting him within the stunning backdrop of Doha Festival City, in preperation for the highly anticipated menswear event Esquire Presents… at Harvey Nichols Doha on November 13. However, after about half an hour with him it is clear that there is something more to him than meets the eye. He has a detailed knowledge of fashion brands, and an understanding of the methodology and inspiration behind the new collections—it is all evidence confirming that JBR is someone who not only knows how to pop a look, but why. Also, being a renowned sneakerhead (with a staggering collection of more than 1,000 pairs), he also knows what pieces make wise investments. On a deeper level there is an artistry to what he does. Against the backdrop of a traditionally conservative approach to menswear, each fit is a potential new root of inspiration for those in Doha’s growing fashion scene. JBR doesn’t see it as just wearing clothes, he’s making statements, and his influence is palpable.
One of the most powerful statements JBR has made to-date was at a Louis Vuitton show in 2022 during Paris Fashion Week. He wore a traditional Qatari thobe with his face concealed by an LV scarf—an outfit he had been planning for years—to represent his culture on a global stage. The reaction was overwhelming and instant, with people, including icons like Naomi Campbell, coming up to him praising his look and the courage it took to wear it.
For JBR, this act was akin to a piece of performance art—a moment that grabbed people’s attention and sparked conversations. It was a testament to his core belief that fashion is a form of self-expression and that true style is about being authentic to yourself.
As Esquire Qatar sat down to learn more about the man behind the mask, we find a man of contrasts—an influential figure who has chosen to remain unknown, using a mask to draw attention to his art, not his face. It seems for JBR, it isn’t about fame; it’s about the expression of fashion as an art form, and he’s showing you just what he wants you to see.
ESQUIRE: So, the first question is an obvious one, why does JBR wear a mask?
JBR: At first, I used the mask because I wanted to show the fit, not my face. I didn’t want my face to be the main focus of the image, that’s not what I am about. It was about the outfits and showing how menswear is a great source of creative expression for me. But as I started to gain recognition, the mask became a way in which could have more freedom to do what
I wanted. I started noticing that with the mask on, people wouldn’t criticise as much. Now, people I know call it the ‘superhero’ mask.
ESQ: Do you think that was because the mask took the focus off of you being a Qatari guy who dresses well, and instead a well-dressed guy?
JBR: Perhaps. I think people are more accepting of it and now view it for what it is, an expression of self style, rather than someone trying to make a cultural statement.
ESQ: Tell us a bit about the JBR origin story…
JBR: When I starting posting style content on Instagram, I was inspired by Virgil Abloh’s Off-White masks, and so started wearing them for my outfits. At the time I played it quite safe, but wearing the mask, allowed me to start pulling off outfits I’d never tried before, and people on the streets started commenting and people online went crazy.
ESQ: How do you balance respecting culture with self-expression?
JBR: I’m pretty particular about what I wear and where I wear it. Some looks just feel right in Doha, while other outfits make more sense in different cultures abroad. If it’s a fashion event in Paris, I’ll play around with any style, but for local events I always go with what fits best here. But, I’m always respectful in anything I do.
ESQ: Have you seen an evolution of men in Doha changing their style?
JBR: Yes, I have. After 2019, especially with COVID, a lot of things shifted. A real turning point was in 2019 when Virgil Abloh came to Doha to present his “Figures of Speech” exhibition. Sneaker culture was already around before, but after that moment it really heightened—he brought something special to Doha. People started to recognize him and his work, and began to look at sneakers and outfits in a new way. Brands like Supreme and Off-White took off, and a lot more people became interested in Louis Vuitton because of Virgil. For me personally, he was a huge inspiration.
ESQ: Who inspires you now?
JBR: I’ve always liked what [former Creative Director of Dior Men] Kim Jones does, and I am excited to see what Jonathan Anderson does now. He is great at playing in that area between street style and formal. Mike Amiri is also doing amazing work. I met him in Milan recently, and would love for him to come to Doha to see the culture. Right now, you can only buy Amiri exclusively in Harvey Nichols Doha.
ESQ: Speaking of the local culture, who is someone that inspires you here?
JBR: No doubt HE Sheikha Al Mayassa bint Hamad Al Thani. She is a true visionary who I deeply admire. She always seems to be five steps ahead of everyone in her knowledge and leadership in the arts. As Chairperson of Qatar Museums, she has transformed the cultural scene by founding iconic institutions like the Museum of Islamic Art and the National Museum of Qatar. She has also played a key role in bringing global fashion to Qatar through initiatives like Fashion Trust Arabia, creating platforms for emerging designers. Her work bridges tradition and innovation, placing Qatar at the centre of global art, culture, and style.
ESQ: When it comes to what men wear, have you witnessed more expression in Doha?
JBR: Most men wear thobes when they go out in public, even during global events like the Qatar Formula One Grand Prix or the FIFA World Cup, and I really appreciate that—it’s such an important part of our culture. At the same time, I’d love to see men think outside the box a little more when they travel. I get that sometimes people are just comfortable with what they know, or maybe hesitant to try something new, and that’s fine. In the end, it’s about finding what works best for you.
ESQ: How much time do you spend preparing your looks when you travel?
JBR: If I’m going for Fashion Week, I’ll take a long time to put outfits together. But if I’m just travelling to somewhere like London, I’ll just throw things in a bag. I know I’ll probably be missing something but I’m sure I’ll manage to put some looks together. If not, I’ll just buy something there.
Esquire Presents will be hosted at Harvey Nichols Doha, Doha Festival City, on November 13
Cover Credits
Photography by Jake Terrey; Styling by Kim Payne; All looks: Harvey Nichols Doha, Doha Festival City; Senior Producer: Steff Hawker; Producer: Narges Raiss; Styling Assistant: @cathienicolas; Lighting Assistants: @resolutionhireqatar
Shot on Location: Doha Festival City @dohafestcity