Dubai-based creative and businesswoman Liubov Seredkina on the marriage between interior design and fashion, the beauty of intention, and launching ORDO
By Liubov Seredkina
Before entering the world of interiors, I spent years immersed in fashion—walking runways, working on editorial shoots, and collaborating with brands across Europe and the Middle East.
Modelling wasn’t just about clothing; it was about embodying ideas through form, movement, and emotion. That experience shaped my entire visual language—and it now informs how I approach interior design.
This year, I’m launching ORDO, a textile-focused interior studio based in Dubai. ORDO is rooted in a belief that true luxury lies in stillness, softness, and intentionality. It’s not just about decorating homes—it’s about creating environments that feel emotionally grounded.
My background in fashion gave me a deep sensitivity to texture, tone, and composition, which now form the foundation of my design philosophy.
One of the most natural crossovers from fashion into interiors is the use of fabric. As a model, I learned to appreciate how a garment’s drape, weight, and transparency could tell a story. Now, I bring that same sensibility into home styling—especially when it comes to drapery.
To me, curtains are not simply functional. They shape light, soften architecture, and create mood—just like a silk gown in motion or a tailored coat in natural light.
Above: Liubov Seredkina
Colour is another through line. On set, I trained my eye to understand how subtle differences in shade could make or break a look.
Today, I apply that same precision when curating a room’s palette. I often work with muted, layered tones—chalky neutrals, warm linens, soft stone shades—that bring calm and cohesion. Every hue is selected for its emotional impact, not just visual harmony.
Fashion also taught me the importance of composition and restraint. A great outfit isn’t always the most elaborate—it’s the one where everything feels intentional. The same is true in interiors. I don’t fill spaces; I curate them.
A sculptural vase, a single vintage chair, or a handcrafted textile can say more than a dozen decorative pieces. ORDO is about making those choices with care.
Ultimately, both fashion and interior design are about storytelling. They’re about how we express ourselves—visually, emotionally, and spatially.
With ORDO, I want to help people create homes that feel not just beautiful, but honest and alive. My time in fashion gave me the tools to see deeply, to feel through materials, and to build spaces that speak in quiet, elegant ways.
From the runway to the room, it has always been about intention—and the beauty that comes from it.
Images supplied.
