Paying homage to Pakistan’s heritage

Quirky fashion store promotes culture and architecture by encapsulating it in fashion.

LAHORE: Gulabo has made a name for itself for its love for all-things Pakistani. Maheen Khan’s brainchild pays tribute to the heritage and the crafts of Pakistan in a quirky, fashion-forward manner.

Promoting culture and architecture by making it iconic through fashion, Gulabo has opened a store within a store at Fashion Pakistan Lounge (FPL).



Gulabo’s latest collection features digital prints of architectural monuments from around Karachi and Lahore. From printed collages of monuments on tunics and kurtas, the standout piece from the collection would have to be the print of the Google map snapshot of Karachi. This new section at FPL adds cultural iconography to the store’s palette.

With scarves, tunics, shirts, pallazos, shalwars and harem pants, the new shop offers a wide variety of apparel. The collection also comprises funky clutches and handbags inspired by Urdu newspapers.

Using culture as inspiration for fashion can make something not only iconic but also timeless. Cultural references in clothing are a certain attention grabber and arouse the viewer’s interest in visiting those landmarks.

Fashion has a part to play in making the Eiffel Tower an icon from a landmark. When luxury brands pick up these images and use them to create something new, the consumer starts associating them not just with the brand, but also consider them as a symbol of style. Gulabo, in essence, is trying to make Pakistani heritage not only iconic but also fashionable.



While the brand originally started off focusing on truck art, it has progressed into more sophisticated designing and incorporates into its designs everything about Pakistan that the designer holds close to her heart.

Published in The Express Tribune, March 18^th, 2014.

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