MULU, once known for pioneering plus-size fashion, is stepping into a new era with the launch of its MULU Reborn Collection. The rebrand marks a transition from a women’s plus-size label to a comprehensive lifestyle brand for the entire family.
Set to debut on September 4, 2025, the Reborn Collection reflects the personal journey of founder Kanessa Muluneh, who has evolved both as a designer and as a mother of three. The new line is designed to prioritize ease, comfort, and inclusivity, with sizes ranging from baby to 5XL, available through www.mulu.world.
“When I first launched MULU, I was plus-size and designed clothes for women like me. Today, I am a mother of three, and I realized MULU had to be reborn as a brand for the whole family,” said Muluneh. “MULU is about creating fashion that bonds families.”
A Design Philosophy Rooted in Ease
MULU’s rebrand is built on the mantra “unlock ease, unlock MULU,” with a design approach that emphasizes “clothing that moves with you.” The collection introduces five classic basics—black, navy, maroon, brown, and green—alongside two playful additions, yellow and light blue. Each piece is crafted from premium, comfortable fabrics adaptable to all body types.
Blending Culture with Global Appeal
Since relocating to Dubai three years ago, Muluneh has infused Arab cultural influences into her designs while retaining global relevance. The new line includes modernized abayas, aligning with family values at the core of the brand. With pricing in the range of AED 400–600, MULU aims to serve families seeking versatile everyday wear.
“MULU Reborn is designed for real family life—school runs, errands, and daily routines,” Muluneh added. “Clothing shouldn’t add stress; it should bring comfort and joy.”
Symbolism and Timing
The launch date holds dual significance: it aligns with the back-to-school season, when families prepare for new routines, and it coincides with the nine-year wedding anniversary of Muluneh—symbolizing the foundation of her own family journey.
By expanding from plus-size fashion to family-inclusive apparel, MULU positions itself to capture a growing market niche in lifestyle-driven, multi-generational fashion.
