The UAE fashion designer, Latifa Al Gurg, is responsible for designing uniforms for more than 30,000 employees and volunteers at Expo 2020 Dubai. In the Middle East, Africa and South Asia.

Al Gurg, who founded the fashion brand Twisted Roots, won the competition from two of the finalists, where the three UAE fashion houses were showcased at a ceremony at the Volunteers Center at Expo 2020 Dubai.

Al Gurg will work closely with the exhibition team to prepare the uniforms to be worn by Expo 2020 Dubai employees and volunteers as they receive millions of visitors from around the world to attend this international event, a six-month global innovation festival from 20 October 2020. Until April 10, 2021.

“I am honored to have participated in this competition, and I am very happy to have won it to see my dream come true on the ground,” said Al Gurg. The candidates were evaluated by a jury chaired by Reem Ibrahim Al Hashimi, Minister of State for International Cooperation and Director General of Expo 2020 Dubai.

She added: «I felt the duty to participate in this historic national achievement, and I chose to take the challenge, and I wanted to invent creative designs in harmony with the culture of my dear country, and its record of achievements».

“The competition was an amazing journey in which I learned a lot about the UAE and what it means for us to host the next edition of this international event. It is a valuable opportunity to introduce the world to our culture and traditions. World Expo 2020 Dubai.

Dr. Hayat Shamsuddin, Vice President of Arts and Culture at Expo 2020 Dubai, said: “It is important for us that the Expo 2020 Dubai team and volunteers' uniforms reflect authentic Emirati values ​​and culture while symbolizing creativity, innovation and development. ».

The design competition was launched to encourage the local fashion community to participate in the international event and give designers the opportunity to be a key component of the global event. The winners were judged on specific criteria, including elements inspired by the UAE's heritage, practical use, sustainability, while maintaining the spirit of the Expo 2020 Dubai brand.

The candidates were evaluated by a jury chaired by Reem Ibrahim Al Hashimi, Minister of State for International Cooperation and Director General of Expo 2020 Dubai. The committee also included volunteers and staff from various departments of Expo 2020 Dubai.

The Twisted Roots design concept combines a practical, modest and conveniently recognizable character.

The concept also integrates sustainability at Expo 2020 Dubai by encouraging people to donate old fabrics that can be recycled and use them to make new uniforms. For example, old polyester fabrics can be recycled for use in weaving collars and sleeve tips.