Zainab Saidulaeva is a graduate of the M.A. Dzhemal Art School. Measure, founded in 2018 by Zainab Saidulaeva, reflects her unique perspective on design, steeped in her personal experience and upbringing in multi-ethnic Dagestan. Zainab's creativity is immersed in the heritage of Dagestan and the East, reflecting the influence of traditional attire, everyday life and art. Measure is a synthesis of tradition and current design that transforms and interacts with modernity.

In 2019 Zainab, opened the first concept store Others, which became a platform for Russian local brands. Today Others is a chain of multi-brand stores with two locations in Makhachkala and one in Moscow, at Solyanka 15.

Measure brand actively participates not only in fashion shows, such as Moscow Fashion Week and Lakme Fashion Week in Mumbai, but also in cultural projects. Measure cooperates with museums, foundations and participates in exhibitions, including projects with the Tretyakov Gallery and the Pushkin Moscow Library, among others. Pushkin Library and others.