Emirati fashion designer and founder of Twisted Roots Latifa Al Gurg will showcase her latest work for Expo 2020 Dubai.
Her label has won a competition to design the 30,000 workforce uniforms for staff and volunteers at the event.
Twisted Roots’ winning design is described as practical, modest, weather appropriate and easily identifiable.
It embodies the traditional Arabian values with hints of modern cultural references, with inspiration taken from the sky, stars and desert, according to the organisers.
The concept also incorporates the Expo 2020 subtheme of sustainability by encouraging people to donate their old fabrics, which can be recycled and reused to weave into collars and cuffs.
“It is essential for the Expo 2020 uniform to truly reflect the UAE’s culture and values, while also acting as a symbol of our creativity, innovation and evolution. The judging panel unanimously agreed that Twisted Roots successfully integrated all these elements in a thoughtful and elegant way,” said Dr Hayat Shamsuddin, vice president of arts and culture and content and programming for Expo 2020 Dubai.
Latifa Al Gurg emerged the winner after going head to head against two other finalists in a competition judged by UAE minister of state for international cooperation and Dubai Expo 2020 Bureau director general Reem Al Hashimy, Vogue Arabia editor-in-chief Manuel Arnaut, Dubai Institute of Design founding dean Sass Brown and Dubai Design and Fashion Council CEO Jazia Al Dhanhani.
She will be working closely with Expo 2020 to develop the uniforms, which will be seen by millions of visitors over the six-month period from October 20, 2020 to April 10, 2021.
“I am honoured and privileged to have participated in this competition and to win it is a dream come true. Ever since Dubai triumphed in its Expo 2020 bid, I have felt it was important for me to be part of this national milestone. I took up this challenge as I wanted to showcase my nation’s culture and achievements through my designs,” Al Gurg said.
“My journey so far has been incredible; I have grown immensely through this process. I have learnt so much about the UAE and what it means for us to host the next World Expo. This is a unique opportunity for us to show the nation’s warm hospitality to the international community, and I hope that everyone who wears the uniform feels an immense sense of pride as they welcome the world to Expo 2020.”
The competition to design the clothing was launched as a way to engage the local fashion community and offer them the chance to be an integral part of the expo.
The 2020 World Expo is the first to be held in in the Middle East, Africa and South Asia (MEASA) region.
The UAE expects over 25 million visitors over the six months, with 70 per cent forecast to come from abroad.