Twirl heeled jewelled stilettoes, classic leather handbags and sophisticated silver jewellery are among the stand-out pieces presented by Qatar’s new luxury brand, QELA, which was launched at an exclusive invite-only reception at the Pearl on Wednesday, 25 September.
Held at QELA’s opulent new boutique at the Porto Arabia end of the marina, the event was attended by numerous Qatar business movers and shakers, as well as fashionistas. The brand, the latest project for Qatar Luxury Group, is being marketed as Qatar’s first home-grown global fashion brand, featuring one-off pieces and unique creations made to client order but characterised by classic lines and an understated Arabic influence.
Qatar Luxury Group’s aspirations for the brand are built on a combination of tapping into traditional know-how, a focus on high quality and a team of talented designers and craftsman from Qatar and around the world. The Doha-based workshop will create ranges of leather goods, shoes, jewellery and made-to-measure women’s clothing.
At the launch, models presented an autumn collection, based on flowing lines, subtle yet rich colour and detailing that has a nod to Qatar landscapes and culture, such as garments that drew for inspiration on the fluid shape of the desert dunes and the traditional male cloak, the bisht.
The brand name QELA derives from the word “Ekheelah” (Ek-Hee-Lah), a breed of Arabic horses known for their beautiful eyes that have the appearance of having kohl applied, a nod to a beauty product that has been a characteristic of Middle Eastern femininity for generations.
Haya bint Khalifa Al Nassr, QLG’s Managing Director and Vice Chairperson of the Board of Directors, said the launch was the beginning of an exciting journey. “We have brought together talented young designers and the world’s finest craftsmen to create modern elegance with a sense of modesty and intimacy,”Al Nassr says.
HE Sheikh Ahmed bin Khalid bin Hamad Al-Thani, Board Director of QLG, believes the fashion house will help spur the local industry to the benefit of up-and-coming designers and craftspeople.