Zainab Saidulayeva, designer and founder of the Measure brand and the network of local concept stores Others. Since early childhood, she has been passionate about fashion, creating authentic modern clothes with respect for the Muslim traditions and cultural heritage of Dagestan. Measure is a regular participant of Moscow Fashion Week and Lakme Fashion Week SS/24 in Mumbai. The brand implements initiatives in partnership with cultural institutions at the international and federal levels, focusing on the preservation of intangible cultural heritage and educational programs. It is based on sustainability, natural materials and work with local craftsmen.