The Collective Season 2 by M7 Culminates

M7 Qatar’s epicentre for innovation and entrepreneurship in fashion, design and technology, have announced that a capsule collection, born from the second season of ‘The Collective’, is now exclusively available in Printemps Doha, the biggest luxury department store in the Middle East.

‘The Collective’ is a retail incubation programme created by M7 in strategic partnership with Printemps Doha 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. Pioneered the first time in Qatar, the programme helps identify and nurture the next generation of fashion designers and providing selected designers with dedicated mentorship by industry experts. Covering essential aspects of the retail spectrum, the programme included courses such as design and development, production and supply chain, marketing and communication, sales, distribution, and retail management.

Maha Al Sulaiti, Director of M7, said: "The Collective” retail incubation programme was a response to bring Qatar’s burgeoning talents and creatives to the forefront. It was important for us to identify the needs of the designers and pair them up with industry experts to share their knowledge and personal journeys. Now on its second season, it is wonderful to witness the collective’s dedication to creating a landscape for homegrown designers to flourish within the industry and we hope to expand this programme further in the coming years”. 

The industry leaders involved in season two coaching session were: Laetitia Lumbroso cofounder and co-CEO of DESTREE and Chucri Cavalcanti a senior strategy and operations advisor, who both held the Sales & Distribution workshops; Designer & Creative Director Holly Fulton, taught Sustainability in Fashion; Leen Akkad a Marketing and E-Commerce Specialist, Leen Akkad helped the designers build their marcom strategies, Missak HajiAvedikian, an international fashion designer and consultant conducted session regarding process and design in collection Development, Nayla Al-Mulla a Fashion Brand manager, who gave a workshop about Designing the Business Brand; as well as Lama El Moatassem and Rony Emile El Helou who provided mentorship and guidance to the cohort. 

This year, the programme involved other areas of the creative industry, and has expanded to feature a new wave of storytellers paving their way in Qatar’s creative scene. M7 collaborated to co-produce this season’s campaign with local photographer Aljazi Fahad Alhajri, stylist Mohammad Ahmadi, make-up artist Hessa Al-Thani and Qatar-based videographer Youssef Yousry. 

Season two sees the expansion of the programme to a diverse cohort of six Qatari and Qatar-based startup designer brands, presenting a unique collection spotlighting a mix of kids wear, abayas, ready-to-wear, and footwear. 

Tagreed Omer with her namesake eveningwear brand, inspired by the artists’ love for textile arts, hand painting fabrics and creating unique prints and patterns. Her unique style has become highly sought after by local and international fashion brands alike. 

LIN, founded by Noof Almulla uses fabric as a story telling tool and sophisticated medium to highlight individuality within the realm of fashion. ‘Falling Blossoms’, her collection of ready-to-wear pieces and abayas, is inspired by the enchanting autumn season. As a special addition to this collection, Lin reimagined her signature piece with a printemps color palette. 

Qatar-based womenswear brand DRIZZLE was established in 2018 by Alanoud Al-Hedfa, with a focus on timeless, elegant, and minimalist pieces, aimed to be worn by people of all ages and cultures. ‘Serene Lines’, a sophisticated and versatile collection, can be worn for variety of occasions. 

NINTH, a sustainable kids wear brand by designer Fatma Al Mohannadi provides high-quality, eco-friendly clothing that is both stylish and comfortable. Believing that it is possible to create beautiful clothing that is also good for the planet, the brand is committed to reducing the impact of the fashion on the environment.  

Born out of the unwavering quest for beauty and timeless elegance in 2022, MARYAM ALMALKI namesake footwear brand by Maryam Al-Malki has been brought to life through skilled artisans in Italy. Her contemporary and chic exclusive capsule collection for Printemps Doha includes 5 distinct shoe styles, each embodying the rich heritage of artisanal expertise and craftsmanship. 

Founded in 2015 by the dynamic mother-daughter duo, Fatima and Juwaher, F.J DESIGN was born from a deep love for self-expression and a passionate drive to empower women. The brand displays their Autumn/Winter 2023 collection, a line carefully curated to always look impeccably good and timeless.

‘The Collective’ collection is located at the dedicated M7 spaces located on 2nd floor of Printemps Doha until May 2024.