Founded in 2011, Qela, a brand born from the Qatar Luxury Group, will open its first boutique at The Pearl in Doha on September 25th. Following this, a standalone boutique will open in Paris, and not just at any address, but on the prestigious Avenue Montaigne in the 8th arrondissement alongside heritage brands Dior and Loewe. Qela will offer modest clothing and accessories in line with Qatari culture as well as host an exhibition space for local artists. Qela will also sell leather goods, shoes, jewelry, and made-to-measure clothing. The “sober” line is designed by a young team of creatives from six different nationalities. The collection, which has yet to launch, will be inspired by the lines and curves of the desert.