Under Saturday’s starlit desert sky at Nara Desert Escape, MULU founder and CEO Kanessa Muluneh introduced a new chapter for her fashion brand – and a new category in Middle Eastern fashion.
The intimate Desert Premiere marked the physical launch of MULU’s Reborn and Reborn 2.0 collections, showcasing everyday family wear that’s premium, practical, and values-driven. It’s a significant evolution for a brand that began as a plus-size women’s line in 2018.
“Today, I am a mother of three, and I have a family,” Muluneh shared with guests during the evening. “That was when I realized MULU had to be reborn, too.”
Family at the center
The rebrand reflects Muluneh’s personal journey from launching a plus-size women’s brand to creating fashion for entire families. The Reborn collections feature timeless essentials in sizes from baby to 5XL, addressing what she sees as a gap in the market.
“We want to make life as a family easier,” she explained. “MULU Reborn is designed for daily activities like school runs, trips to the shop, errands, and all the things we do every day.”
The collections include modern abayas that blend Arab cultural influences, adapted since Muluneh moved to Dubai three years ago, with global appeal. Comfortable, premium fabrics adjust to all body sizes, with pieces priced at AED 400-600.
A desert evening of togetherness
Saturday’s launch embodied MULU’s family-centered philosophy. Guests experienced collection previews, a private screening of The Parent Trap, and fun, supervised activities for children – all celebrating togetherness under the desert sky.
“Life is already full of responsibilities, especially when you have a family, and clothing shouldn’t add to that stress,” said Muluneh. “That’s why we are including everyone in the collection: from babies and kids to teens, moms, dads, and even grandma and grandpa.”
The brand’s mantra – “unlock ease, unlock MULU” – captures its mission: creating fashion that bonds families while simplifying daily life.
