Zurhem has established itself as a renowned luxury brand and a source of pride for Bangladesh over the past decade, thanks to its bespoke designs.
After ten years of steady growth, it is now the perfect time for Zurhem to step into the global spotlight.
Zurhem will unveil its fall/winter collection during a showcase in Paris at a landmark event organized by the House of Vendome, which will showcase luxury couture from around the world.
The event will unite international designers with local French designers, featuring Zurhem as the first Bangladeshi brand to participate in the showcase.
The showcase took place on March 8th, simultaneously during Paris Fashion Week.
"We have held numerous shows in Bangladesh and even one in London, but this will be our first show in Paris," said the Creative Director, Mehruz Munir.
Mehruz believes this opportunity is a great stepping stone for Bangladeshi designers. “Instead of looking at other south-asian countries, we need to look at Bangladesh,” Munir said.
Zurhem will showcase a collection titled "Solaris," featuring a total of 20 outfits—15 for menswear and five gowns for women. Originally a menswear brand, Zurhem has now expanded its offerings to include designs for women as well.
“Initially we started off as a menswear brand, but over time we also added womenswear,” said Munir about the higher number of menswear being featured.
The theme is “solaris” highlighting the celestial influence, with circular embellishments dotted across the entire collection.
The solar motifs stand out against the striking backdrop of Chapelle Sainte-Jeanne-d’Arc, which further enhances the stage for Zurhem’s timeless and ethereal collection.
The color palette reflects the unique shades of a day, transitioning from sunrise to sunset. It begins with white pearl embellishments and progresses to luxurious golden beadwork and radiant stones, capturing the essence of dawn. Following the vibrant "golden hour," the collection incorporates lush green tones before concluding with dark beadwork, representing the night sky.
Mehruz is committed to ensuring that his collection is designed for wearability. He emphasizes that he personally wears the clothes to assess their comfort for his customers. Additionally, he aims to create luxury fashion items that are not only stylish but also comfortable, addressing the common concern that many customers have about luxury clothing being uncomfortable.
Mehruz often considers whether he would wear the clothes he designs. “I always ask myself, would I wear this?” Munir added.
This opportunity not only provides exposure for Zurhem but also allows Bangladeshi designs to shine beyond fast fashion and make a mark in the niche luxury market. “When we discuss Bangladeshi designs, we often think of fast fashion rather than luxury,” said Munir. He expressed his eagerness to challenge the perception that “Bangladeshi fashion cannot incorporate luxury, when in fact, we do it exceptionally well.”
To showcase Bangladeshi craftsmanship in Paris and globally, Zurhem has highlighted the contributions of Bengali artisans in shaping his collection.
Mehruz emphasized that luxury means craftsmanship and this pool of intricate hand embroiderers can only be found in South Asia.
This is how Zurhem distinguishes itself from other international collections: everything is handmade by Bengali craftsmen. “Hand embroidery is not common abroad, but it is a tradition in Bangladesh,” he added.
Zurhem embodies the essence of time and traditional craftsmanship in its luxury collection.
This collection not only captivates its audience with timeless embellishments, but the intricate embroidery also showcases the skill of Bengali artisans. Munir emphasized that each pattern, which reflects the artistry of handmade silhouettes, requires hundreds of hours to create.
The international recognition that Zurhem has received in the luxury couture scene marks the beginning of many more luxury brands emerging from Bangladesh.
This recognition motivates new designers to explore international markets. By moving away from a focus on bulk exports, this exposure could pave the way for more luxury brands to emerge. Mehruz emphasizes that through his work, he aims to demonstrate that “Bangladesh understands quality and can produce the same high-quality products that are made internationally.”
Zurhem has been operating in Bangladesh for the past ten years, committed to providing luxury clothing for its customers. Now, it's time for the world to experience what Bangladesh's luxury brands have to offer.