Doha Design District, under the direction of Msheireb Properties, inaugurated the fashion exhibition "Designed to Last" on October 27. The event features the work of Moroccan designer Artsi Ifrah, founder and Creative Director of the Marrakech-based Maison ARTC. The exhibition, open to the public until November 5, is held in the main atrium of Doha Design District located in Msheireb Downtown Doha.
The exhibition showcases thirteen unique ensembles created and styled by Ifrah, complemented by his photographic works. Drawing heavily on Moroccan heritage, traditional craftsmanship, and personal experiences, Ifrah’s designs reinterpret cultural narratives through a contemporary lens. The central theme of the exhibition emphasizes fashion’s enduring value, encouraging visitors to move beyond transient trends and consider how garments preserve stories, express identity, and connect wearers to cultural heritage.
Dana Kazic, director of Doha Design District, highlighted the exhibition’s focus on the lasting significance of fashion, describing it as an invitation to explore what makes certain pieces worth preserving. Ifrah’s work has gained international acclaim, including winning the Fashion Trust Arabia Award in 2022 and exhibiting at notable venues such as the Victoria and Albert Museum in London and 10 Corso Como in Milan.
In addition to the exhibition, Doha Design District has organized a series of related talks, workshops, and live demonstrations to deepen engagement with the themes of craftsmanship, cultural identity, and creative expression. On October 28, the panel discussion “The Stories We Wear” brought together Ifrah, Lusail Museum senior curator Dr. Tara Desjardins, and Hazati founder Innas Soufan to explore how clothing carries memories and reflects personal and collective identities.
A collaborative embroidery activity titled “The Cutting Studio: Cultural Embroidery” took place on October 28 and 29, inviting visitors to add words or symbols to a shared artwork stitched by professional embroiderers, representing diverse cultural perspectives. On October 31 and November 1, fashion designer Nuha Errayes conducted live draping demonstrations at the Sada space, offering insights into garment construction techniques; these sessions were limited to small groups with advance registration required.
The program continues on November 3 with “A Designer’s Perspective,” featuring Qatari designers Abdulrahman al-Hamad, Saadia Khabab, and Samah Sulyman. They will discuss the importance of craftsmanship, heritage, and creating designs that transcend fleeting fashion trends.
The "Designed to Last" exhibition at Doha Design District remains accessible to the public through November 5, with registration encouraged for participation in its accompanying talks and workshops.