Fashion brand MULU, previously known for its focus on plus-size womenswear, has announced a major rebrand into a family lifestyle fashion label. The shift will be marked by the launch of the MULU Reborn Collection on 4 September 2025, which will be available online, offering sizes from baby through to 5XL.
The decision reflects the personal journey of founder Kanessa Muluneh, who said the move was inspired by her own changing priorities. “When I first launched MULU, I was plus-size and designed clothes for women like me. I didn’t have kids, and my priorities were different. Today, I am a mother of three, and I have a family. That was when I realized MULU had to be reborn, too, as a brand catering to the whole family –expanding beyond where we started. MULU is about creating fashion that bonds families.”
The new line is built around the mantra “unlock ease, unlock MULU” and focuses on “clothing that moves with you”. The Reborn collection will debut with five staple colourways, black, navy, maroon, brown, and green, alongside two lighter shades, yellow and light blue. Each piece is designed using premium, comfortable fabrics intended to suit a wide range of body types.
Since relocating to Dubai three years ago, Muluneh has incorporated Arab cultural influences into her designs while retaining global appeal. Among the new offerings are abayas with contemporary updates, reflecting the brand’s emphasis on family values. Prices for the collection will range from 400 to 600 AED, targeting established families.
Muluneh explained that the brand aims to fill a gap in family-oriented fashion. “We want to make life as a family easier. MULU Reborn is designed for daily activities like school runs, trips to the shop, errands, and all the things we do every day.”
The September launch has been timed with the back-to-school season, when families are adjusting to new routines. The date also holds personal importance for Muluneh, coinciding with her ninth wedding anniversary, which she marks as the beginning of her own family life.
Looking ahead, Muluneh hopes the rebrand will resonate across generations. “Life is already full of responsibilities, especially when you have a family, and clothing shouldn’t add to that stress. That’s why we are including everyone in the collection: from babies and kids to teens, moms, dads, uncles, aunties, cousins, and even grandma and grandpa. Think of those traditional Christmas photos where the whole family wears matching sweaters – only this time, it can be MULU.”
