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Sass and Bide - The Aussie Designer Fashion Phenomenon
Edgy, urban denim and fierce party wear may be the signature of Sass & Bide. This designer fashion label is popular with the young and trendy, avoiding anything stuffy and formal, on and on for finger-on-the-pulse, flamboyant and fun street style, inspired by vintage clothing and vibrant markets all over the world.
Theirs is definitely an inspiring rags to riches story, if the stall in London's Portobello Market may be called rags (... it's certainly the cheapest end from the rag trade!), quickly progressing to regular shows at New York and London fashion weeks and making in onto Australia's rich-list already in 2006.
Australian friends, Heidi Middleton and Sarah-Jane Clarke, traveled to London after their studies (Sarah- Jane, nicknamed Sass, qualified just as one accountant, and Heidi, Known as Bide, was a form of art director. They started selling customized jeans in Portobello market inside the late 1990's and inspired with that success, returned to Sydney on 1999. Here they quickly collected a following and showed at Australian Fashion Week in 2001. By the pick up they were prepared to show at the prestigious London Fashion Week.
Their international success really began in 2002. They were in New York and serendipitously coincided while using filming of some scenes from Sex within the City. Passing the set on the way to a consultation, they managed to get a burglar alarm guard to give one of their distinctive denim jackets to at least one with the stars. Pick The Best Mens Designer Jeans To Wear loved it, looked over their other designs and commissioned some one-off pieces for that show. This publicity propelled the label to stardom and from then until 2009, Sass & Bide showed at New York Fashion week with a devoted clientele of celebrities and young urban fashionistas. They only moved their catwalk show returning to London last year when Sarah-Jane was expecting her third child.
While it can be their embellished denim that originally made their name, (recall the customized jeans that they started with?), they now have three lines S&B, Sass and Bide and Sass and Bide Denim, and they are aren't afraid to play with hot colour and lots of bling. Their latest fall/winter 2011 collection is all eye-catching oranges and hot pinks, using a touch of citrus yellow the only cooler note.
Where to get Sass & Bide designs? Their own boutiques are inside Australian cities, and Australian mall Myers, recently bought shares inside label and will be stocking them. The more prestigious department stores in New York and London stock Sass & Bide, and also the duo are intending a London stand-alone boutique for 2012. Some in the top online designer fashion stores also stock selected Sass & Bide pieces so check for them there, if 'young and stylish' describes your look.
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