sass & bide

Best friends Heidi Middleton and Sarah-Jane Clarke founded their womenswear label, sass & bide in 1999. The Australian duo had travelled to London together and began their business by selling customised jeans at Portobello Market in London. Their reinvented jeans were a strong success, leading the women to soon move back to Sydney to launch their own label. By 2001, sass & bide was showing at Mercedes Australian Fashion Week, and just a few years later the brand began showing at London Fashion Week. Seeing international success, sass & bide has been worn by Madonna, Sarah Jessica Parker and Rihanna over the years. In 2014, the co-founders left the brand, and today sass & bide is owned by Myer and is headed by a design collective. 

Screenshot of

Producing women’s ready-to-wear and accessories, sass & bide is known for their glamorous and feminine aesthetic. The label offers everything needed in a wardrobe, from daily dressing to special occasions. Classic and flattering silhouettes are met with fun accents through animal prints, sequins and embellishments, seen throughout jeans, outerwear and tops alike. sass & bide creates pieces for all parts of life, represented by flowing gowns, sultry bodycon dresses and cotton mini dresses. The brand provides modern essentials, with everything from luxurious cashmere loungewear to graphic tees and oversize blazers.

With boutiques found throughout Australia and New Zealand, sass & bide collections can also be found online, through the brand’s website.