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Inside Off-White’s Unique “Imaginary Experience”, Hosted in Doha


For the first time in the Middle East, Off-White paid homage to Virgil Abloh and his vision for the brand through an “Imaginary Experience”. An immersive show of intertwined worlds that transport audiences through the imagination and all its capabilities, the event was held in Qatar on March 31, 2022.


Featuring a trunk show of Virgil Abloh’s high fashion collection, the event, which took place at Qatar design concept store Studio 7, was a playground of perception, followed by an “imaginary” dinner in a majestic farm in the heart of Doha. The trunk show was only one of the many ways of expressing the values true to Virgil Abloh’s vision and the concept of ‘Imaginary’, the Off-WhiteTM platform. Dedicated to pushing boundaries, establishing new dialogues, and cultural re-interpretation, the brand is constantly looking into the future with a larger-than-life imagination.


The event, which was attended by the likes of Naomi Campbell, HE Sheikha Al Mayassa Bint Hamad Al-Thani, and Vogue Arabia’s Manuel Arnaut, acted as a portal to other worlds, past and future, to define the present through a high fashion collection which was designed, envisioned, and finalized by Virgil Abloh prior to his death. Presenting graceful dresses cropped to micro lengths, jeans draping down the waist line, glamorous knitwear, and sparkling Swarovski crystals, the collection stands out as Abloh’s expression of what is ‘really real.’


The label’s next chapter seeks to “question everything”, the grounding philosophy of the founder and creative director when sowing the seeds of Off-White, and opening conversations to all people by means of a universal language.


HE Sheikha Al Mayassa Bint Hamad Al-Thani and Naomi Campbell at the event. Photo:

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