In a surprising turn of events that has left fans of fashion reeling, an iconic Australian brand is set to close its doors for the time being. Sass & Bide, a beloved label known for its celebrity clientele, made the announcement on Thursday through an Instagram story, intriguingly titled "Reinvention in progress."
Founded nearly three decades ago by the talented duo Sarah Jane Clarke and Heidi Middleton, Sass & Bide skyrocketed to international stardom. The brand has been a favorite among A-list celebrities like Beyoncé, Rihanna, Madonna, Sarah Jessica Parker, Kate Moss, and Kim Kardashian, who have all donned its unique designs.
In their official statement, the brand expressed: "It’s never too late to reinvent yourself. That’s why we’re excited to share some big news about sass & bide." They revealed that at the end of January, their physical stores and concessions within MYER would be closing. However, fans need not worry entirely; online shopping will remain available until the end of February, after which the brand will take a short hiatus from e-commerce as well.
Despite the closures, Sass & Bide reassured customers that this is not the end. The label intends to reimagine its future while remaining true to its Australian roots. "We know this change may come as a surprise. But at sass & bide, we’ve never been one for following the rules," the brand remarked in its announcement, hinting at exciting changes ahead. They concluded with an optimistic note: "It’s not goodbye. It’s see you soon."
The shutdown will impact several locations, including shops in Bondi, Paddington, and Miranda in New South Wales, as well as Rundle Street in South Australia, Doncaster, Chadstone, and Emporium in Melbourne, Karrinyup in Western Australia, and Newmarket in New Zealand. A few stores will continue operating, specifically one in Victoria, one in Western Australia, and two in Queensland.
This decision follows the closure of ten stores across the nation in late 2024, a move that director Paula Mackenzie confirmed at that time, leaving many to ponder the brand's direction.
So, what do you think about this sudden shift in one of Australia's most popular fashion labels? Is this a strategic move towards a more innovative future, or could it signal deeper issues within the brand? Join the conversation and share your thoughts!
