Monday, 1 August 2011

Fashion Event - sass & bide for Myer

sass & bide designers Heidi Middleton
and Sarah-Jane Clarke
To celebrate the launch of the sass & bide concession stores, Myer hosted an evening for guests to view the latest sass & bide collection and meet the talented designers, Sarah-Jane Clarke and Heidi Middleton. Guests were treated to music, champagne and canapes as they browsed the racks of brightly coloured clothes. The new range is true to the sass & bide aesthetic of bold prints and colours, mixed with intricate detailing.

Heidi and Sarah-Jane were so lovely and down-to-earth, making time to mingle with all the guests. They both looked amazing in their beautiful clothes which were accessorised with bright accessories.

With Myer and David Jones battling it out for Australian fashion supremacy, Myer's acquisition of a 65% stake of sass & bide for $42.24M in February this year, sent a clear message to David Jones (who previously stocked sass & bide) that they were getting serious about fashion. Myer chief executive Bernie Brookes indicated that Myer had big plans for sass & bide and hoped to expand their range to potentially include perfume and accessories.

Sass & bide concession stores were rolled out across 30 Myer stores in an amazing 15 days to co-incide with the label's latest collection. Brookes indicated the brand would maintain its independence, with Myer looking to leverage of sass & bide's experience in fashion and design to help with marketing and visual merchandising.

In a time when the Australian retail economy is struggling, the move to Myer couldn't come at a better time for sass & bide. Heidi and Sarah-Jane have come along way from selling jeans at London's Portobello Road market in 1998 and I have no doubt this talented duo will continue to do amazing things on the Australian and international fashion scene.

Thanks to Myer and sass & bide for hosting such a wonderful evening!

Check out some of the pictures from the night:

I was lucky enough to get a photo with
Heidi and Sarah-Jane who were so lovely!
Beautiful models in the new sass & bide collection
The talented Leeyong from Style Wilderness
and the lovely Kyra Pybus from
Pybus PR

Sarah-Jane Clarke
Heidi Middleton

The amazing Thom from Everyone's Celebrity
and stunning model Jessica
Stylish designer Greg Amore
What I wore
Dress: Lanvin from Madam Virtue
Necklace: sass & bide
Bag: Chanel make-up bag from Madam Virtue
Jacket: Forever New
Information sourced from
Images by Stylus Muse and Kyra Pybus


  1. OMG... I told you on the night and I'll say it again. That Lanvin dress was amazing! What I love most is Sarah Jane's colours! The peach and turqouise are so fantastic and a real insight into how the latest collection should be worn! They are just fantastic women! Great post!


  2. Great photos - Looks like a great event.

  3. You look absolutely gorgeous!


  4. Myer put on a great event didn't they? The best part of the evening for me for me was drinking champagne together and getting to know Sarah-Jane and Heidi a bit better. Really great post love! Cant wait till our next chance to get properly dressed up celebrate!

  5. Thanks for all your lovely comments! It was a great night not only for sass&bide but for Australian fashion!:D

    Looking forward to hitting the town with you soon Kyra!


  6. Gorgeous dress lovely! This event looked so bright colorful! Love! xx


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