Cult fashion brand Sass & Bide to close all stores and online sales amid a ‘reinvention’

A popular Australian fashion retailer has confirmed it will close but says it’s not goodbye, it’s “see you soon”.

Hugely popular Sass & Bide confirmed its closure on Thursday on its Instagram story with the simple headline “the reinvention continues.”

The women’s fashion brand was founded 27 years ago by Sarah Jane Clarke and Heidi Middleton and has gained international fame over the years, with Beyoncé, Rihanna, Madonna, Sarah Jessica Parker, Kate Moss and Kim Kardashian also wearing the brand.

The cult fashion brand said in its statement that the brand’s Myer franchise will be closed as of the end of January, and online sales will be stopped at the end of February.

Before the shutdown, the retailer is offering up to 50 percent off all full-priced items, with another 20 percent off other items.

But this is not a permanent closure; customers are making sure they rethink what the label can be.

“Offline, we will reimagine what Sass Bide can and should look like,” Sass Bide said in a statement.

“Our direction may be new, but a free-spirited and distinctly Australian attitude is at the heart of who we are and that will never change.

“We know this change may come as a surprise.”

Sass Bidet concessions at 14 Myer stores will run until 26 January, while three standalone stores in Claremont (WA), Harbor Town (Qld) and South Wharf (Vic) will close on 31 January.

The closures affect stores in Bondi, Paddington and Miranda in NSW, Rundle Street in South Australia, Doncaster, Chadstone and Emporium in Melbourne, Claremont in Western Australia and Newmarket in New Zealand.

This is the second store closure announcement following the closure of 10 stores in 2024.