At Sovrce Lvxe, we honour the visionaries whose impact, taste, and cultural influence are actively shifting the landscape. Our community is built around discerning individuals, leaders, tastemakers, and change-makers who define today’s creative and stylistic direction.
In that spirit, we’re honoured to spotlight Saina Attaoui, a trailblazer whose multidisciplinary company has quietly yet powerfully shaped the DNA of some of the world’s most recognisable brands such as Dior, Harrods, Cartier, Bvlgari, Louis Vuitton and more.
Styling: Lia Ningiza / Sourcing: Sovrce Lvxe
Operating between London and the UAE, her studio is known among industry insiders for its elite, if you know, you know influence, defining the spaces it touches and setting a benchmark for excellence. With a leadership philosophy rooted in clarity and a design sensibility that transcends categories, Saina has become not only a business leader but a cultural force.
Her journey from building an exceptional company to sharing her story in a forthcoming book offers a rare glimpse into what it means to lead with vision, live with intention, and leave an imprint across industries.
“Your work has helped shape the creative DNA of some of the world’s most recognisable brands. What does it mean to you to have such a defining influence in the industries you operate in?”
“It’s deeply humbling. When a brand trusts you with its creative DNA, you’re not decorating, you’re translating identity into an experience people can feel. For me, the influence is meaningful when it creates emotion and commercial impact at the same time: a window that stops someone in their tracks, a pop up that changes how they move through a space, a moment that makes the brand feel alive. It also comes with responsibility to protect heritage, elevate craft, and create work that respects the audience’s intelligence.”
“How do you approach multidisciplinary design across different industries and regions, and what drives your creative decisions in these spaces?”
“I start with people and context. Customer behaviour, cultural codes, the architecture, the operational reality, and the brand’s heritage. From there, I build a concept that can travel across disciplines: design, storytelling, materials, production, logistics, installation. Working across London, Dubai, and global markets has trained me to be both creative and extremely pragmatic. What drives my decisions is always the same: Does it feel true to the brand, does it create a clear emotional response, and can we deliver it flawlessly in the real world.”
Top and Skirt by Katie Ko - Platform pumps by ALAÏA
As a woman leading a company that has shaped the creative direction of some of the world’s most recognisable brands, what leadership principles or values have guided you most?
“As a woman leading LA5, I’ve been guided by a few non negotiables: lead with craft and standards, protect the team and the culture, stay close to the client’s reality. I believe in clarity, accountability, and kindness at the same time. In luxury, details are strategy, so I lead by being rigorous on execution while giving people the trust and space to be bold creatively. I’ve always tried to build a company where women can lead with authority without having to harden who they are.”
— Saina A
Top by Lizandro Acera - Trouser by GUCCI / Earrings by Lugano Diamonds/ Pumps by Christian Louboutin
“My proudest moments are when the work lands in the real world exactly as imagined and the team knows they did something exceptional. One that stays with me is delivering major projects like the Dior Harrods takeover at a very high level of complexity, pressure, and hearing the client feedback immediately after installation. It wasn’t just a win for a project, it was a statement that our studio can compete globally, with taste, precision, and heart.”
Now shifting gears a little, let’s talk personal style. How would you describe your fashion philosophy??
“My fashion philosophy is classic with a twist. I love strong colour and statement pieces, but always with a clean, minimal line. I’m drawn to vintage, especially the sharp cuts of the 60s and 70s, beautiful fabric, real craft, and timeless silhouettes that feel like they can live for years. I like unexpected combinations that feel personal rather than styled, and I dress how I feel, or how I want to feel, especially living in London where the weather can change everything. I don’t really follow trends, I prefer to build a wardrobe that celebrates craft, mood, and individuality, I love treating everyday like it deserves a special occasion..”
— Saina ACoat: Balenciaga - Bodysuit: Wolford - Vintage Chanel Belt - Ring: Cartier
Is there a designer, brand, or single piece in your wardrobe that feels most like “you,” and how does it express different facets of your personal style and identity?
“If I had to choose one thing that feels most like me, it’s a perfectly cut vintage inspired jacket or coat in a strong colour. It has that 60s 70s structure I love, it instantly gives presence, it works whether I’m in studio mode, client mode, or travelling. It expresses the balance that defines my style: confident and expressive, but refined, intentional, and never overdone, with just enough edge to feel unexpected.”
Congratulations on your recent book release! How does the book reflect your journey and multidisciplinary vision, and what do you hope readers take away?
“Contagious Creativity is a reflection of the journey behind the work: the risks, the discipline, the obsession with detail, and the belief that creativity is not a moment of inspiration, it’s a practice. The book brings together projects, process, and the thinking that connects strategy to execution. What I hope readers take away is that you can build something global from craft and conviction. Creativity becomes powerful when you make it tangible, when you turn ideas into experiences that people remember.”
— Saina A
Looking ahead, what excites you most about the future of your company and your own personal journey?
“I’m excited about scaling without losing the soul. Expanding into new markets, deepening our presence between London and Dubai, and continuing to collaborate with the world’s most demanding brands. Personally, I’m excited to keep evolving as a founder and as a creative leader, to mentor more women, and to keep pushing what experiential design can be when it’s rooted in culture, craft, and commercial intelligence.”
IN CLOSING: Saina’s journey reminds us that true leadership is about more than building exceptional companies. It is about shaping culture, inspiring creativity, and leaving a lasting imprint across industries. Her new book offers readers an intimate glimpse into this philosophy, revealing how vision, style, and innovation intersect in her work and life.
We are honoured to have collaborated with Saina on this milestone, sourcing and styling looks for her book project, and to share her story with our community of tastemakers and change-makers. Her story is a celebration of creativity, leadership, and the art of leading with both style and purpose, an inspiration for those who seek to leave their own mark on the world.
Saina’s book ‘Contagious Creativity’ is now available for purchase through https://www.accartbooks.com/uk/book/latelier-five/
Styling & Sourcing - Lia Ningiza //Sovrce Lvxe