M7 And Printemps Doha Launch ‘The Collective’ 

Intiqab Rawoof

March 29, 2023


Qatar’s epicenter for innovation and entrepreneurship in design, fashion, and technology, M7 and Qatar’s largest luxury department store, Printemps Doha have launched an exclusive collection created by up-and-coming designers enrolled in ‘The Collective’ retail incubation programme.

Seven designers involved in this years’ ‘The Collective’ Retail Incubation Programme designed by M7 have launched their exclusive capsule collection for Printemps Doha. 

‘The Collective’ is a retail incubation programme that aims to empower and equip Qatar-based established and up-and-coming designers through their creative process, whilst ultimately enabling them to develop a successful retail business. 

“The Collective retail incubation programme was designed to answer the current demand and challenges designers face today. We are particularly proud of the commitment and progress made by the seven designers throughout the 5-month incubation period. To finally see their collection in store at Printemps Doha is a testament of our commitment to empowering the next generation of designers in Qatar, said M7 Director Maha Al Sulaiti. “We are grateful to partner with Printemps Doha whose vision aligns with ours in supporting local talents in Qatar.”

Seven designers from the inaugural edition have launched their exclusive capsule collection in a dedicated M7 x Printemps Doha concept space at the newly opened luxury department store. The unique collection spotlights a mix of abaya, ready-to-wear, and jewellery designers. These collections which are available exclusively at Printemps Doha include:

Dana Riad’s namesake brand is a unique marriage between heritage, modernity, and romance. The brand offers season-less pieces, transforming timeless garments from day to night. Dana Riad explained the concept of DN (Dana Riad), saying: “The wearer depicts the transition of a warrioress from the battlefield to fashion-week in a single day.”

Kaltham’s Pavilion looks to represent Qatari culture by incorporating tradition and nature into fine jewellery pieces and is inspired by Qatar’s National Flower called Qataf as well as inspirations gathered from a Turkish Islamic art pattern comprised of Tulips. 

“These flowers have magenta pink and lilac flowers that grow in clusters from a bright redbud which have inspired me to use pink sapphires, rubies and amethyst”, commented Kaltham Al Majid. “As this exclusive capsule collection is for spring summer, I thought it would be a perfect fit as they grow in the months of March to May along Qatar’s coastal lines.”

POZE looks to bridge the gap between haute couture and ready-to-wear fashion by providing affordable luxury and making demi-couture culture relatable and playful for the modern woman.

POZE founder, Zulfa Al Thani said: “The Poze woman celebrates femininity. In this collection, I naturally leaned towards silhouettes and fabrics that are soft and accentuate the waist. I took inspiration from the Palace of Versailles and got incredibly inspired by their maze and crystal chandeliers. I developed luxurious crystal embroideries to embody the elegance and feminine energy that radiates from the Palace.”

SDN (Sadan) is contemporary womenswear offering bold and striking pieces to fit any woman’s extraordinary sense of style. Rawan Al Nassiri believes that fashion is an expression of a combination of taste, cultural norms, and social history, encompassing ideas, how we live, and what is happening around us. 

“My collection is inspired by the practicality of coats”, said Al Nassiri. “Taking into account the fast-paced nature of life, it is important to own abayas that can be worn up for events or down for the daily life/work. I have added pockets, slits and collars to make my collection pieces help women move easily. The colors are tonal, inspired by Qatar’s natural landscape.”

SHIROTSU is a conceptual fashion studio founded by Japanese fashion designer Sayuri Kurotsu and Italian designer Giovanni Innellaaref, which allows its authors to raise questions about the economies and politics of societies, by initiating fashion projects, artistic installations, and performances. 

Kurotsu commented: “Our collection is about Face Value. From Facebook, to face recognition technologies, from face liftings to emoticons, to selfies, the face maintains a central position in contemporary society, both symbolically and functionally. The capsule collection Face Value by SHIROTSU is a critical investigation into the apparent worth of people and their possessions.”

TRZI is inspired by women, art, lifestyle, and culture. The brand, depicting the modern woman who is connected to her roots, began by reimagining the abaya, blurring the lines between Qatari cultural attire and the global fashion world. 

TRZI founder, Amna Al Misned  said: “This capsule collection is representative of TRZI signature silhouettes and cuts. The colors and patterns were inspired by natural elements and architectural styles found all around my hometown Doha.”

The /// PROJECT is inspired by the younger generation’s wardrobes by bringing streetwear and urban wear elements to traditional Middle Eastern clothing. Its upcycling techniques give new life to existing garments and create custom made-to-measure items for all body types. 

Abdul Rahaman Al Ahmad, co-founder of The Project said: “This collection captures emotions that are the most difficult to define such as skepticism, exasperation, indecision. We achieve that by creating tension with the clothes with sharp street style looks that draw attention to cuts and details, bold prints and lines, and rough textures.”

Participants on ‘The Collective’ programme were mentored by a series of renowned designers, including:Laetitia Lumbroso, co-founder of label ‘Destree’, who is teaching Sales and Distribution, Cutting Studio founder and 1309 designer Ghada Al Subaey, who is teaching Production and Supply Chain Management; Missak Haji Avedikian, a Lebanese Armenian fashion designer and consultant, andChuchri Cavalcanti, mentor and advisor to regional startup fashion brands, who spent 15 years in executive positions for the brands such as Elie Saab, Zuhair Murad and Reem Acra.

Commenting on the launch, Thierry Prevost, General Manager of Printemps Doha said: “I am very pleased to showcase these talented designers in Printemps Doha, and grateful to the candidates from all over the region who applied to take part in this first incubation and non-profit retail initiative with M7. In their innovative designs, the seven finalists have highlighted the rich culture and craftsmanship of their native country. Their capsule collections have now found a home in Printemps Doha, which is providing them with a dedicated commercial platform and retail visibility where revenues will be reinvested in the promotion of The Collective, helping to foster this unique and special programme.”