Fashion designer Sarah Karim’s couture house has opened a new showroom at Centerpoint Mall in Uttara, bringing its signature craftsmanship and contemporary designs closer to customers in northern Dhaka.
The showroom was formally inaugurated at 5pm on Saturday.
The new outlet features Sarah Karim Couture’s collections of bridal, occasion and formal wear, with its signature emphasis on intricate craftsmanship and contemporary interpretations of traditional designs.
Speaking to the Dhaka Tribune during the launch, designer Sarah Karim said the decision to open the showroom in Uttara was driven partly by a desire to make couture more accessible to customers living in the northern part of the city, where navigating Dhaka’s traffic can often be challenging.
“We currently work with over 250 traditional artisans specialising in zardozi, ari and gota patti,” Karim said.
“Expanding our retail presence directly sustains their craftsmanship while making high-end fashion accessible to both our long-standing patrons and a younger demographic in northern Dhaka,” she added.
The new showroom has been designed to reflect the brand’s distinctive aesthetic, creating a dedicated space where customers can explore its latest collections and select outfits in a refined setting.
Blending heritage with contemporary design
Sarah Karim is a recognised name in Bangladesh’s couture fashion scene, particularly for combining traditional craftsmanship with contemporary silhouettes and designs.
Her journey in fashion was shaped by a family initiative that worked to support traditional artisans and provide them with employment opportunities. Through close collaboration with artisans, she became familiar with techniques such as zardozi, ari and gota patti.
These traditional techniques later became an important part of her design language. Karim incorporated handwork and traditional motifs into contemporary cuts, silhouettes and colour palettes, creating a distinct aesthetic for Sarah Karim Couture.
The brand’s collections include bridal and occasion wear with detailed hand embroidery and intricate craftsmanship forming a key part of its designs.
The new Uttara showroom carries forward that approach, bringing the brand’s collections to a wider customer base while maintaining its focus on traditional craftsmanship.
Supporting artisans through couture
For Karim, fashion is closely connected to preserving traditional craftsmanship and creating sustainable opportunities for artisans.
The designer currently works with more than 250 traditional artisans specializing in different forms of handcraft, including zardozi, ari and gota patti.
Through its growing retail presence, Sarah Karim Couture aims to create greater opportunities to showcase and sustain these traditional skills while introducing them to contemporary customers.
The designer has also been involved in initiatives related to women’s empowerment, artisan livelihoods and support for disadvantaged children.
Sarah Karim Couture has participated in fashion events in Bangladesh and abroad, while its customer base has gradually expanded beyond the country.
The brand’s design philosophy centres on preserving valuable craft traditions passed down through generations while adapting them to contemporary tastes.
With the new showroom at Centerpoint Mall, Sarah Karim Couture is looking to further connect this heritage with modern fashion and make its collections more accessible to customers in Uttara and surrounding areas.
