After noticing a wide and prolonged gap in the Pakistani fashion market for quality western wear, Hiba Mehmood conceived the idea for a go-to online boutique for all our occasion and no-occasion wear needs. Having always sought beautiful items that are relatively unknown or unseen on her travels, she envisioned a similar experience for Pakistani women from the comfort of their own homes. Also on the agenda was introducing clothing in the affordable luxury category with its unique designs and superior quality. With all this in mind, Mehmood launched PELAGO in 2019.