Gadzhi Guseinov is the managing partner of the MEASURE brand and Others concept stores. Since 2022, he has been focusing on the development and acceleration of local clothing brands. Under his leadership, MEASURE has become a participant in significant cultural and fashion events at the international and federal level. In 2024, Guseinov headed the Regional Expert Group for the Development of Creative Industries of the ASI in Dagestan, where he oversees the formation of a development strategy for the sector, the organization of forums, round tables and cultural initiatives. His work is aimed at creating a sustainable ecosystem of creative industries, developing urban spaces and promoting local brands as part of Russia's new cultural diplomacy.