About The Brand

Mhefhef is a Qatari-based eco-fashion house founded by Mashael Alnaimi.

Established in 2020, Mhefhef's creations are inspired by Mashael's "dressing healthy" design ethos which emphasises all-natural, sustainable wear. Actively contributing to the cultural shift towards sustainable fashion in the region, Mhefhef collaborates with artisans to transform natural handwoven fabrics into one-of-a-kind canvases for textile art through techniques like hand-blocking, hand-painting, up-cycling and natural dye production.

Mashael looks to her Arabic heritage for inspiration, using natural dyes and handwoven textiles which allude to the region's natural environment, and marrying traditional with conscious contemporary design as in her pioneering technique of permanent henna painting on fabric, showcased at the prestigious Qatar Fashion United (2022).

In 2023, Mashael shared her sustainable fashion journey through in a TED in Arabic talk, and as of 2024, Mhefhef's designs have been showcased in the National Museum of Qatar and the Museum of Islamic Art.