Doha: QELA, Qatar’s first international homegrown luxury brand, held the preview of the Fall/Winter 14-15 collection with a presentation by each of its workshop, at the QELA boutique at the Pearl.
It included the leather goods’ customisation services, jewellery prototyping demonstrations, shoe assembly and stitching and couture sewing samples.
The event was attended by Shiekha Noor bint Hamad Al Thani, Official Spokesperson and Brand Image Vice-President, QELA, and some of QELA’s skilled artisans who gave demonstrations on product ranges.
QELA draws inspiration from the Qatari heritage reflected in the aesthetics of the collections. The brand reflects a mix of modesty, generosity and openness to new cultures. It is heavily influenced by art and culture and their timeless qualities.
Qatar Luxury Group, a multibrand group, launched QELA as part of Qatar National Vision 2030 to transform the country into a knowledge-based economy by creating a fashion industry. Since its launch last September, the brand has seen success within the local and expat community leading up to the current collection.
Shiekha Noor said, “The Autumn/Winter 14-15 collection embodies the heart of QELA’s DNA; it brings out the balance between liberated creativity and century-old craftsmanship with an unshakeable sense of its own identity and values. “The collection expresses supreme confidence, elegance in modesty, and the freedom of the desert wind.”
QELA brings the image of the falcon to high fashion this autumn and winter. From embroidered feathers to organic lines as fluid as a wingbeat, the new collection explores feminine assurance and classic couture through colours, textures and silhouette of the iconic, airborne traveller.
The collection features much of QELA’s signature mashrabiya-inspired fluid organic shapes. The mashrabiya is in the heart of Qatar’s culture, seen in traditional lounge areas and private salons where Arabian women used to gather. The intricate details of the mashrabiya reflect a sense of modesty and intimacy. “The bisht is a traditional Arabian cloak, known to be worn by men on formal occasions and historically worn by women. It is known for its unique golden embroidery around the edges. In our latest collection, several couture items are embroidered with rich restraint round neck and chest in bands of clouded gold and silver,” Shiekha Noor said.
“QELA places emphasis on the preservation of age-old craftsmanship and know-how, and our workshops create pieces of the highest standards anywhere in the world.
“The first two collections were well received by the local community, especially by the fashion-savvy Qatari women who have an undying passion to accessorise their abayas with bespoke handbags and timeless pieces of jewellery,” said Malika Gali, QELA Boutique Manager.
The Peninsula
