Hello! to launch Islamabad edition

Islamabad: Hello! magazine is to launch a Pakistan edition to tap into the country's growing appetite for celebrity news next week. Publisher, Zahraa Saifullah, said she wanted to promote a more upbeat image of the country.

"The heart of our culture is vibrant, effusive and cosmopolitan," she said. "Pakistan's image has been dulled by the shadow of bad press. But this is not a reality for Pakistanis, who feel misrepresented by the ubiquitous fire and brimstone of media hype."

Now Saifullah promises that Hello! Pakistan, the latest franchise of the long-running Spanish magazine Hola!, will tell upbeat stories of the country's rich and famous, their homes, artwork and favourite getaways. "We now have fashion weeks, Oscar nods, and celebs that flourish internationally," she said.

— The Telegraph Group Limited, London 2012