Mashael Alnaimi, founder of Mhefhef, looks to her Arabic heritage for inspiration, using ancient techniques like hand-blocking, hand-painting, up-cycling and natural dye production with handwoven textiles, marrying traditional arts with conscious contemporary design as in her pioneering technique of permanent henna painting on fabric.
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.