Doha: Doha Design District, powered by Msheireb Properties, will present "Designed to Last," an exhibition exploring longevity in fashion - shaped not only by how a piece is made but by the meaning it carries.

The exhibition opens to the public on October 28 in the Doha Design District's main atrium at Msheireb Downtown Doha and runs until November 5, bringing to Doha the work of Moroccan designer Artsi Ifrah. It is complemented by a visitor-engaging live activation and a public programme of talks running from October 28 to November 3.

"'Designed to Last' invites our visitors to slow down and consider what makes something worth keeping," said Doha Design District Director Dana Kazic. "Artsi Ifrah's work demonstrates how fashion can carry memory, heritage and craftsmanship. We are proud to offer Doha's creative community, and everyone who appreciates design, the opportunity to experience his work, hear from the people behind it and take part in the creative process."

In an age of fast fashion and ever-changing trends, the exhibition asks why we value certain pieces and what makes them worth keeping. Ifrah responds through thirteen one-of-a-kind Maison ARTC looks, created and styled by him, alongside a series of his photographic works. His guiding principle is that culture is not static: "We Move Culture. We Are Culture."

Ifrah is the founder, chief executive, and creative director of Maison ARTC, a Marrakech-based culture house that creates one-of-a-kind fashion pieces and photography bridging Moroccan heritage with a modern artistic vision. His work was recognised with the Fashion Trust Arabia Award in 2022 and has been exhibited internationally, including at the Victoria and Albert Museum in London and 10 Corso Como in Milan.

The programme begins Tuesday evening with an invitation-only opening, during which Ifrah will give an artist talk at 8pm. The Cutting Studio will bring its expertise to the exhibition through a live atelier featuring cultural embroidery and draping demonstrations, with enrolment available upon registration. From October 28-29, 3pm to 8pm, visitors are invited to contribute a word or symbol in response to "What does culture mean to you?", which will be embroidered into a collaborative artwork.

On October 28 at 4pm, Sada will host "The Stories We Wear," a panel exploring how garments become carriers of memory, identity, and personal narratives, with Ifrah joined by Dr. Tara Desjardins, senior curator at Qatar Museums, and Innas Soufan, founder of Arias The Label. On November 3 at 4pm, "Designed to Last: A Designer's Perspective" will bring together Qatari designers Abdulrahman Al-Hamad, Saadia Khabab, and Samah Sulyman to reflect on what "designed to last" means within their own practices. The exhibition will be open from October 28 to November 5, with live draping sessions free but requiring registration.

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