Latifa Algurg
Crafting Stories, Building Purpose
By Afef Yousfi
Latifa AlGurg is not your typical fashion consultant. She is a business coach, a founder, a globe-trotter, and a curious mind who believes that success is a journey, not a destination. Her brand, Twisted Roots, is a reflection of that philosophy, a celebration of culture, creativity, and the interwoven experiences that define our lives.
What immediately stands out about Latifa is how effortlessly she combines analytical thinking with artistic exploration, blending the precision of engineering with the freedom of design.
“I approach life holistically, balancing structure with creativity, analytics with imagination.”
For Latifa, life is best approached holistically. Balancing structure with creativity is at the core of everything she does. Her engineering background taught her to tackle challenges methodically, while her love for design fuels innovation.
In her consulting work, this means guiding emerging brands to merge operational efficiency with creative storytelling. In the social impact space, it translates to deeply listening and understanding the needs of communities to design solutions that are meaningful and sustainable.
Travel has been a constant source of inspiration for Latifa. Each journey exposes her to new cultures, perspectives, and experiences, which she channels into her work. Twisted Roots was born from this curiosity, an attempt to express the rich tapestry of life she encounters across the globe.
“We live lives that are layered and connected by human experiences that create roots that ground us and intertwine.”
Her work is as much about storytelling and cultural dialogue as it is about design, blending personal experience with universal human themes. Latifa’s approach to mentoring emerging designers is equally thoughtful. Many new creators focus narrowly on products, but she encourages them to step back and define their purpose.
Creativity, for Latifa, is a narrative journey. She draws inspiration from architecture, art, music, landscapes, and cultural ceremonies, allowing these elements to guide her design choices. Each collection evolves organically, telling its own story as colors, forms, and textures emerge. The brands that succeed, she observes, are those with resilience, adaptability, and a grounded sense of identity. Clear purpose, operational strength, and authenticity are what make them memorable.
Two pivotal moments have defined her career. First was winning the Expo 2020 Dubai Volunteer Uniform Competition, which shifted her perspective from personal recognition to creating broader, lasting impact. The second came during the COVID-19 pandemic, when a slowdown in business allowed her to reflect and realize that her contribution would be most meaningful in supporting emerging designers and amplifying their growth.
“Success is not producing more, but creating ripple effects that empower others.”
Looking ahead, Latifa envisions Twisted Roots evolving as a platform for cultural storytelling, empowerment, and social impact. Through consulting, she hopes to guide the next generation of designers in the Middle East to achieve their visions while sharing their stories with the world.
“Fashion is never just about what we wear, but the ideas, values, and experiences we carry with us.”
Meeting Latifa, it becomes clear that her vision extends far beyond fashion. She reminds us that curiosity, purpose, and authenticity can create meaningful impact, and that the most powerful successes are those that touch others. Through her journey, she exemplifies how passion, guided by strategy and empathy, can transform not only businesses but the world around us.