Homegrown fashion brand QELA launched.
Discreet and exclusive, characterised by classic lines and understated Arab influences, QELA is designed for women with a sense of modesty who value the quality of fine craftsmanship and precious materials.
QELA, the latest project for Qatar Luxury Group (QLG) that has Qatar Foundation as its shareholder, offers a superior level of services with one-off pieces and unique creations made to client order.
QELA's business aspirations to develop as an international fashion brand are built on traditional knowhow, high quality and multicultural creativity. A team of talented designers and skilled craftsmen has been from Qatar and all over the world to conceive and create QELA's ranges of leather goods, shoes, jewellery and made-to-measure women's couture.
"QELA is the beginning of an exciting journey," said Haya bint Khalifa al-Nassr, QLG's managing director and vice-chairperson of the board of directors. "It is Qatar's first homegrown global fashion brand, international in style with understated Arab influences. We have brought together talented young designers and the world's finest craftsmen to create modern elegance with a sense of modesty and intimacy." Models presented the autumn collection, demonstrating QELA couture's flowing, almost minimalist line, subtle yet rich colour, and details recalling local landscapes and culture such as garments referencing the local man's cloak or bisht or evoking fluid, organic shapes inspired by the desert dunes.
The multiculturalism of the QELA design team, who are responsible for all the brand's creations, was described by insiders as adding to their creativity, as their ideas interact with and enrich each other.
The craftsmen in the QELA ateliers are passionate about perpetuating their centuries-old techniques and passing down key traditional skills to the younger generation.
HE Sheikh Ahmed bin Khalid bin Hamad al-Thani, board director of QLG, said the success of this fashion house will help initiate a new fashion industry for local up-and-coming designers and craftspeople as part of Qatar National Vision 2030. QELA is providing training and careers for Qataris and has established state-of-the-art workshops in Doha.
QELA boutiques are designed to reflect the open-mindedness of the brand, blending with the local culture in each country. A series of 10 new paintings commissioned from renowned Qatari artist Ali Hassan, produces a unique atmosphere in QELA's Doha boutique, emphasising that the space is dedicated to creativity and craftsmanship -- the essence of the brand.
Gulf Times Newspaper 2013
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