Get to know Latifa Al Gurg

Emirati designer Latifa Al Gurg, founder of fashion label Twisted Roots, has had a busy year. Not only is she dressing the staff and volunteers at the Expo 2020, she also found the time to dedicate a capsule collection to UAE National Day.

Despite beginning her career in electrical engineering, Latifa was determined to find a creative outlet. Inspired by travel, she launched contemporary fashion brand in 2014 and the rest as they say is history. Below, she talks us through her latest pieces and reveals her favourite fashion brands.


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Talk us through the inspiration for the UAE National Day collection.

We wanted to introduce a few pieces that were inspired by the colours of our nation, yet were versatile enough to use all season long.

What is your favourite piece from the range?

I think it would be the abaya with the white gathers.


What inspired you to launch Twisted Roots in the first place?

The concept was born in 2012. I found myself travelling a lot and not finding anything in the market at the time that spoke to my needs and aesthetic. This piqued my interest in the fashion industry and I went on to research more which led me to identify a gap in the market and later launch Twisted Roots- a brand inspired by travel that I could express both my experiences and aesthetic through.

What are the key elements of your role?

I’m both the CEO and the creative director so I’m very involved in most aspects of the business and creative areas. I have a fantastic team that have helped me realise my vision, but I’m very involved on a daily basis.


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Talk us through your daily routine.

I wake up at 5:45am to get the kids up and ready for school. Once they’re off I get ready for work and am usually there at around 9am. During the day, we usually go through sales, collection development, client production status and current and possible suppliers. I usually do school pick ups at around 3pm. I find it’s an ideal way to catch up on what’s happening with the kids on half hour ride home. I usually work remotely from home in the afternoons, but it really depends on what is required. I try to find 45 minutes to workout in the evening. Dinner is anywhere between 8:30pm and 9:30pm and bedtime is around 11:30pm.

What advice do you have for anyone looking to follow in the same footsteps?

Take it slow and prepare, prepare, prepare.

Which fashion brands can we find in your work wardrobe?

Lots of variety. Staples like Theory and Vince, as well as unique silhouettes like palmer//harding and Le 17 Septembre. In addition to abayas by Abeer AlSuwaidi and, of course, a variety of Twisted Roots pieces.


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What is the best piece of advice you ever received?

Life is a journey. You learn from each experience.

What has been the biggest challenge you had to overcome?

At work, one of the hardest things at the beginning was getting raw material suppliers. It was a real challenge, however we’ve grown to establish good relationships over the years with multiple sources and I’m quite proud of the number of resources we have in hand now.

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