Gulabo takes on a life of her own

When you call out the name ‘Rose’ you think of Kate Winslet in Titanic, a blushing Elizabethean beauty and simply put, a damsel in distress. But translated to Urdu, ‘Rose’ becomes ‘Gulabo’ and you’re immediately transported to a gutsy girl in colourful attire and an attitude to boot. The transformation is quite drastic. And that’s what the brand is about. Attitude.

Gulabo by Maheen Khan is a relatively smaller (when compared to your average fashion retail store in Pakistan these days) but an infinitely more stylish fashion outlet that has now moved out of its store within the Nishat Store and has opened a flagship right across its former location. And why is it so highly recommended?

The new Gulabo store at Dolmen Mall

Anyone familiar with the work of the inimitable Maheen Khan would know the answer to that but for everyone else, it’s simply as chic as the designer herself. There’s nothing ‘commercially’ safe about Gulabo; it’s a brand that feeds off style, whether it’s in the Bohemian cowl shalwars that are all the rage these days or the wisps of chiffon shrugs that would add gumption any solid outfit. Maheen is a designer who believes in separates and solids and scarves and that’s why she offers a variety of all three at her store. There’s a range of printed tunics, the florals and motifs literally “off the streets of Pakistan,” resonating the brand mantra and some fun accessories to complement the fashion.

Gulabo goes chic beyond all the colour and also offers a range of Maheen’s version of the Little Black Dress. It’s impossible to walk into the store and not find something black or white.

This Gulabo shoot was photographed by Nadir Toosy in Phuket. Hair and Makeup: Ikram Gohar?Nabila. Model: Fatima Ejaz

At the end of the day, what defines a strong brand is its signature. In this ocean of digital prints that we swim through each day, Gulabo comes across as a brand with very distinct character and style. It is highly recommended!