Qatar’s epicenter for innovation and entrepreneurship in fashion, design and technology, M7 announced the launch of a capsule collection, born from the second season of ‘The Collective’. Now exclusively available in Printemps Doha, the biggest luxury department store in the Middle East, this collection perfectly reflects the aim of the retail incubation program – created by M7 in strategic partnership with Printemps Doha – 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.

This year, the program is involved in other areas of the creative industry and has expanded to feature a new wave of storytellers paving their way in Qatar’s creative scene. In fact, 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, who took it one by one to new heights with their creative touches. This expansion of the program to a diverse cohort of six Qatari and Qatar-based startup designer brands presents a unique collection spotlighting a mix of kids wear, abayas, ready-to-wear and footwear.