Dubai: Try to pin a label on Junaid Jamshed and you do so at your own peril. He would just as soon reinvent himself in a new role. But there is one constant — all ventures bear the man's imprimatur.

Which leads to the question: Is the brand and the man inseparable?

As frontman of the Pakistani band Vital Signs and later on his own, Junaid did have a lengthy stint as a successful pop musician. Then came the career switch by way of launching an ethnic fashion label bearing his ‘J.' signature, which has since built up a committed following in Pakistan and the UK. In between, he even found time to get back into music, albeit of nasheeds (Islamic vocal music). Now in the UAE he embarks on another course - of building a retail network across the Gulf in alliance with Dubai-based Alif Investments. A start was made last year with the launch of the first store in Dubai and, now, with the second in Sharjah.

The plans are to have a 50-store network in the GCC in five years. "Inshallah, you will see Junaid Jamshed in every part of the GCC very soon," he said. "We have some very aggressive plans to expand.

Demand rising

"The demand for ethnic wear is increasing with each day and there is such a huge market out there. I perceive more international designers coming into this market in the future… and hence my focus will be on ethnic wear as of now."

With the Gulf markets hosting a substantial resident base of those from the sub-continent, it would seem on the face of it an easy sell for an ethnic brand to do well. The fact however is earlier efforts have been too sporadic and limited in scope.

That's the reason why for Junaid to plan for a 50-store rollout is significant. It would also prepare the ground for a planned foray into the Indian market.

Currently, more than 80 per cent of sales at the brand's Dubai store are Indian buyers, many of them tourists. With more of a brand recognition gained through more store locations, the leap into the Indian market is of vital importance.

All of which requires that Junaid will not be thinking of taking on any new roles for the moment. He said as much: "There is so much room for expansion within our current business; for now all of our focus will be on that."

But given his track record, one never knows.

Exhibition: summer statement

Apart from new store plans, Junaid Jamshed has other fashion statements to make in the Gulf. He is spreading the word on ‘lawn', a fabric that is hugely popular in traditional Pakistani dress.

An exhibition is being held here this week, starting today, and coinciding neatly with the approaching summer. The lightweight lawn fabric is particularly popular as summer-wear.

"We are getting more successful each year in Pakistan and lawn has been our forte," said Junaid. "We see a lot of demand for stitched lawn in this part of the world and it will leave a statement in the GCC."