Twisted Roots at the core of Latifa Al Gurg fashion label’s success @ Dubai Expo Competition

For this new episode of Unlimited perspective series we’re pleased to introduce you Latifa Al Gurg, Founder and Creative Director of Twisted Roots.

Born to an Emirati father and Danish mother, Latifa’s career started as an Electrical Engineer following her father’s steps. But through her frequent travels and 3 pregnancies she identified a gap in the market for contemporary yet comfortable clothing which motivated her to study Fashion first in London then Paris to ultimately launch her own fashion Brand in Dubai in 2015

Latifa’s fascination about how different cultures and people are brought together and intertwined, starting from her own heritage, is deeply rooted in her Brand ethos, name and logo: Twisted Roots.

Her Emirati side allowed her to bring a more conservative aspect to the Brand, her Scandinavian side conveyed her to a skillful use of layering, while her expertise in construction and architecture reflected in clean lines, top quality sustainable materials and greatest attention to details.   These same key elements were the inspiration of her creations for Dubai Expo 2020 where Twisted Roots won the competition to design the uniforms for the 30.000 staff and volunteers at the event.

Her motto is “In a global society everyone’s roots are twisted as we belong to a global culture and grow together”

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