Exclusive Interview With Noreen Nasralla, Executive Director, Marketing, Al-Futtaim Real Estate

1. What inspired the creation of Front Row Live, and how does it reflect Doha Festival City's vision for fashion and beauty?

Front Row Live was inspired by Doha Festival City’s commitment to being the premier destination for style expression and coveted trends. The event brings together a diverse range of global, regional, and local brands and talents to showcase cutting-edge fashion and beauty. Through Front Row Live, we aim to create an immersive experience that highlights Qatar’s cultural vibrancy, fosters creativity, and strengthens its position as a hub for innovation in the fashion and beauty sectors. This event reflects our vision by uniting global distinguished names with local talents, underscoring our role as a leader in both luxury and forward-thinking fashion in Qatar.

2. What steps have been taken to incorporate sustainability into the event’s fashion showcases and activities?

Sustainability is a core pillar of Doha Festival City's strategy, and we’ve incorporated it into Front Row Live in several ways. One of the most prominent elements is the Emerging Voices Sustainability Exhibition, which highlights designs that prioritize eco-conscious practices. The exhibition features local and regional talent who are blending creativity with sustainability, offering a glimpse into the future of fashion. In addition to this, we work closely with brands and designers who share our commitment to responsible sourcing, reducing waste, and making impactful contributions to a more sustainable fashion industry. By doing this, we aim to inspire our community to make conscious choices while celebrating individuality through style.

3. What would you say is the strategic importance of this partnership between Doha Festival City and Harper’s Bazaar?

The partnership with Harper’s Bazaar Qatar is not just strategic but also deeply aligned with our shared vision to elevate the fashion and beauty scene in Qatar. Both Doha Festival City and Harper’s Bazaar are committed to setting new standards in style, creativity, and innovation. Harper’s Bazaar, with its global prestige and authoritative voice in the fashion world, is an ideal partner to amplify our mission of bringing the latest global trends, luxury brands, and emerging talents to Qatar.
This collaboration contributes significantly to the development of Qatar’s fashion landscape by providing a platform for local and regional designers to showcase their work alongside international names. It allows us to merge global expertise with local creativity, encouraging cross-cultural exchange and fostering a unique fashion identity in the region. By working together, we are not only celebrating fashion and beauty but also positioning Qatar as a key player in the global fashion conversation. Through Front Row Live, we are actively shaping the future of fashion in Qatar and beyond, nurturing a vibrant, forward-thinking fashion ecosystem that embraces diversity, sustainability, and innovation.

4. How do you see events like this shaping the local and regional fashion scene in the coming years?

We take pride in the unique lineup of fashion and beauty events we have presented to date, and we are confident that immersive experiences like Front Row Live play a crucial role in shaping the future of the fashion industry, not just locally but across the entire region. By giving emerging designers and established brands a platform to showcase their work, we are nurturing local talent and encouraging creativity. These events foster cross-cultural collaborations and introduce international trends to the Qatari market. By featuring a mix of high-end international labels such as Maje, Sandro, Chopard, and Amouage, alongside regional innovators and rising stars, the event bridges the global and local fashion landscapes, reinforcing Doha Festival City's position as a trendsetter in Qatar and the wider region.

The inclusion of such a diverse lineup of brands not only highlights the growing influence of global fashion in the region but also elevates Qatar's role as a central hub for fashion and beauty in the Middle East. This convergence of local talent, like MhefMhef and Yasmin Mansour, with international icons, creates a rich exchange of ideas and trends that will inspire the next generation of designers and fashion enthusiasts.

As events like Front Row Live will foster a deeper connection between Qatar’s fashion scene and the global fashion community, positioning Doha as a major destination for both luxury shopping and cultural fashion events. We expect this momentum to drive further innovation, setting the stage for Qatar to become a regional fashion powerhouse in the years to come.

5. What advice would you give to emerging designers looking to make their mark in the fashion industry?

My advice to emerging designers is to stay true to their creative vision while remaining adaptable to the ever-evolving landscape of the fashion industry. It’s important to focus on sustainability and innovation, as these are increasingly central to the future of fashion. Building strong relationships with partners, such as established retail destinations and global platforms like Doha Festival City, can provide invaluable exposure and opportunities for growth. Finally, never underestimate the power of community and collaboration — working alongside other creatives can push your designs to new heights and help you make a lasting impact in the industry.