Doha – The Doha-based brand Afraa has chosen Lombardy as the production hub for its new limited-edition fashion collection. As part of Milan Fashion Week, designer Afraa Al-Noaimi presented “Desert Rose” yesterday at Palazzo Visconti, under the patronage of the Lombardy Region.
Founded in Doha in 2019, Afraa now unveils a Made-in-Lombardy collection, created entirely in the region where the designer’s artistic vision meets the know-how of Italian artisans. The result blends memories of her homeland with the excellence of Lombard craftsmanship, striking a refined balance between cultural identity and contemporary innovation.
“I would like to thank designer Afraa Al-Noaimi,” said Barbara Mazzali, Regional Minister for Tourism, Fashion and Territorial Marketing, “for choosing the quality of Made in Lombardy to create her fascinating collection ‘Desert Rose.’ This collaboration shows how fashion can also be a powerful instrument of dialogue between cultures, capable of enhancing local excellence with an international outlook.”
“Entrusting production to a region like Lombardy,” she continued, “means relying on a manufacturing fabric of the highest quality, where craftsmanship, creativity, and innovation come together to create unique products. Thanks to the diplomatic and economic framework promoted by our national government, Lombardy can now count on new and promising international opportunities. I hope Afraa’s project will be one of many future collaborations.”