Meet Your New Favourite Resort Campaign
Printemps Doha pays homage to the Riviera with Cruise L'Azur
This summer, Doha's fashion narrative takes a bold detour, charting a course from the Gulf to the glittering coasts of the Mediterranean, courtesy of Cruise L'Azur, the latest campaign by Printemps Doha. The Middle East's most expansive luxury department store has long been a hub for style and sophistication, but this season it elevates its vision further, blurring the lines between resortwear fantasy and runway realism.
Nestled in the architectural Doha Oasis, Printemps Doha curates a breathtaking homage to Riviera glamour. Through its Cruise l'Azur campaign, guests are invited to enter a world where sea-kissed textures, sunlit palettes, and effortless silhouettes define the mood. From immersive in-store moments to a fashion-forward soirée with Harper's Bazaar Qatar, the campaign is as experiential as it is aspirational.
Mediterranean Elegance Redefined
Among the standout brands featured are Missoni, whose signature zigzag knits shimmer like waves in motion; capturing the campaign's relaxed, retro-luxe essence. The brand's swim and resortwear pieces, elegant yet playful, anchor the narrative with a sun-drenched sensibility.
Complementing this are free-spirited creations from the likes of Taller Marmo, whose silhouettes and playful feathers bring a dose of high octane glam to evening wear. For those leaning towards refined minimalism, La Double J offers relaxed tailoring and soft neutrals that feel simultaneously urban and coastal, perfect for a yacht-bound power lunch or a seaside sunset affair.
Meanwhile, Rosantica adds sculptural accessories and unexpected statement pieces that whisper of Capri escapes and St. Tropez soirées. It's this thoughtful mix of ethereal and editorial that cements Cruise l'Azur as more than a themed offering. It is a curated, wearable fantasy.
A Coastal Reverie in Doha
The campaign was launched with a bespoke runway show, hosted with Harper's Bazaar Qatar. Guests were given a boarding pass on arrival, offering them a one-way ticket to the Riviera, against a backdrop of striking visuals, live DJ sets, and Doha's most stylish in attendance.
The magic continued with an after-party at Twiga, Doha Oasis' upscale dining hotspot, where Doha's elite mingled after show. It was an evening that merged fashion, food, and fête in the most exquisite way.
'Cruise l'Azur wasn't just a campaign, it was a celebration of our vision,' said Anna Fontaine, General Manager of Printemps Doha. 'Our collaboration with Harper's Bazaar Qatar brought together style, culture, and community in a way that truly reflected the summer spirit. The success of the event speaks to the appetite in Doha for experiences that go beyond retail, experiences that inspire.'
With over 600 brands, including 200 exclusives to Qatar, Printemps Doha continues to redefine luxury as something immersive, emotional, and entirely modern.
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