SAADI Atelier, founded by Diora Usmanova, has expanded from Russia to Dubai Design District, marking a new chapter for the brand in the Middle East.

In this conversation, Usmanova discusses the inspiration behind SAADI Atelier and the vision shaping its future.

What drew you to open SAADI in Dubai, and why now?

Dubai has always felt like a natural next step for SAADI Atelier. It is a place where luxury, culture and ambition meet.

Over the past decade, as SAADI grew in Tashkent and Moscow, we saw increasing interest from clients in the Middle East, especially from the UAE and Qatar.

Opening in Dubai Design District in October 2025 felt like the right moment to meet this demand in a meaningful way. The city is evolving rapidly as a global fashion capital, and we wanted to be part of that energy at the right time.

How do you see Arab women influencing your designs or future collections?

Arab women have a remarkable sense of elegance. They embrace femininity but with strength and confidence. Their appreciation for craftsmanship, detail, and silhouette resonates deeply with our design philosophy.

It is translated in our refined, modest cuts, richer textures, and pieces that balance statement with sophistication, mostly seen in our SAADI Ethno line.

Dubai is a global fashion hub – what does it mean for you to be part of this dynamic landscape?

Being part of Dubai’s fashion scene is both inspiring and motivating. It places SAADI Couture among a diverse, international audience that values innovation and heritage equally. For me, it is an opportunity to contribute to a dialogue between cultures, bringing our Central Asian roots and embroidery techniques into a larger global conversation.

How do you plan to connect with your clientele in the region?

Connection for us is always personal. And couture is about relationships, trust, and fully understanding a woman’s individuality.

In Dubai, we aim to build this through private and personalised appointments, exclusive events, and a highly tailored experience. We want every client to feel seen, understood, and celebrated.

Every client is unique and we make sure we create a unique experience for them, whether it is in our D3 showroom or at the comfort of their home.

What first inspired you to launch your own couture label?

I have always been drawn to the artistry of clothing and its ability to transform not only appearance, but also emotion. Launching my own label was a step toward fully expressing my vision without compromise. I wanted to create pieces imbued with meaning, craftsmanship, and a sense of timelessness, celebrating the modern woman.

We place great importance on making couture accessible within reason, creating pieces of the highest couture quality at prêt-à-porter prices.

At the heart of each creation is the work of highly skilled embroidery artisans, whose craftsmanship transforms every detail into a true work of art. Their handiwork, often requiring hundreds of hours, brings uniqueness, depth, and soul to each piece.

How has your personal journey shaped the identity of SAADI?

My journey across different cultures from Tashkent to Moscow and now Dubai has deeply influenced SAADI’s identity. It’s a blend of heritage and modernity, discipline and creativity.

Each place has added a layer to the brand, making it both rooted and evolving.

Is there a particular era, culture, or art form that consistently influences your work?

I am constantly inspired by historical craftsmanship, especially traditional Uzbek embroidery techniques and artisanal detailing from Central Asia.

At the same time, I reinterpret these elements through a modern lens, so that the pieces feel both relevant and contemporary. We also collaborate with local artisans and craftsmen who are experienced in the traditional Uzbek embroidery techniques.

What defines the ‘SAADI woman’ in your eyes?

The SAADI woman is confident, refined, and unapologetically feminine. She values quality over excess, and she dresses with intention.

There’s a quiet power in her presence. She does not follow trends but defines her own style.

What’s next for SAADI? Can we expect new categories, collaborations, or expansions?

We are exploring new categories while staying true to our couture roots. There is potential for carefully considered collaborations and expanding our presence in key international markets. However, growth for us is always thoughtful and never rushed.

What is your ultimate vision for SAADI in coming years?

My vision is for SAADI to become a globally recognised couture house that remains deeply personal at its core. I want to continue building a legacy of craftsmanship, elegance and authenticity. I want to create pieces that are not only worn but also remembered, pieces that are timeless and lasting.