Brooke Hogan: 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: