sass & bide

Founded in 1999 by Sarah-Jane Clarke and Heidi Middleton, Sass & Bide began as a customized denim stall at London’s Portobello Road Market before returning to Australia to launch a full ready-to-wear label. The brand quickly gained a cult following for its free-spirited, bohemian-meets-rock aesthetic, characterized by low-slung distressed denim, embellished jackets, and statement-making party dresses. Early celebrity endorsements, notably from Sarah Jessica Parker on Sex and the City, propelled the label onto the global stage, making it a defining brand of the 2000s indie-sleaze and festival-girl eras.

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