End Of An Era: Sass and Bide Founders Leave The Label

The time has come… Owners Sarah-Jane Clarke and Heidi Middleton depart the fashion label Sass and Bide they founded in 1999. The two began their global empire as a stall at London’s Portobllo Road Market selling denim products. Since that time it has sky rocketed to a well-known household name, presenting collections firstly at Australian Fashion Week in 2001 and then renowned London Fashion Week in 2002. The progression did not stop there, with the label being individually asked to show in New York the next year and the eight seasons following.

Now, 15 years since its launch, after selling 65 per cent of the shares to Myer for $42.25 million, they have decided to leave the brand in the department stores hands in order to venture off on new individual adventures. There has been an obvious shift in position titles, with newly appointed design director as Anthony Cuthertson, with experience from high-end labels including Mulberry, Victoria Beckham and MaxMara, and the place of art director has been given to Bonnie O’Hare.

With Myer taking over operations at Sass and Bide they released a statement to Vogue:

“Heidi and Sarah-Jane’s departure from Sass & Bide has been in planning for some time as they have been transitioning out of the business. Myer wishes Heidi and Sarah-Jane well, they go with our great good wishes, and we expect they will be associated with Sass & Bide for a long time.” 

In an interview, Heidi and Sarah-Jane explain after a decade and a half its time for them to move on, the joint decision came at a time when the brand is in a good place, flourishing and ever growing. The newly selected CEO is an experienced leader in luxury labels, and myself along with others lovers of Sass and Bide are sad to see the two women leave but excited for what is to come.

By Amy Miller