Sass & Bide

Designer names: Sarah-Jane Clarke (sass) and Heidi Middleton (bide)

Origin: Sydney, Australia

Career highlight: “Maintaining our unique and inspiring friendship.”

Background: Sarah-Jane studied at the Queensland University of Technology and was an accountant. Heidi went to Queensland College of Art and Griffith University and worked as an art director before they both set up the label.

Design signatures: “A clash of the bold, the strong, and the obscure.”

How would you describe the sass&bide woman? “Our wearer has an open mind, heart and spirit. She appreciates the beauty in life that surrounds her.”

What is inspiring you for autumn/winter 2010? “Perfectly placed chaos.”

What encapsulates fashionable London for you? “Its uninhibited self-expression.”

How does London influence your designs? “The faded grandeur of times past.”

What do you hope the new decade will hold for your brand? “Strength and creative courage.”