Sass & Bide, the Australian brand conceived by Sarah-Jane Clarke and Heidi Middleton, is making an impact in the denim market. Sass & Bide is not traditionally known for their denimwear being generally considered a downunder-couture brand producing sophisticated clothing for the elegant-set. Perhaps this development says more about the advancement of denimwear than it does about Sass & Bide? Sass & Bide is a dream shared by best friends Sarah-Jane Clarke and Heidi Middleton. It all began in Londonâ€™s famed vintage stores, and on the streets of its eclectic markets, indulging their obsession with fashion during moments stolen from their â€˜realâ€™ jobs. Sass and bide, as they have always known each other, achieved an instant hit in the notoriously competitive market with their unique denim creations. In 1999 the girls decided to return to Australia, settling in Sydney to launch their namesake label, and focused on revolutionizing the designer denim market. Today sass & bide is sold in some of the best boutiques and department stores around the world. Who Wears It: Sarah Jessica Parker, Kylie Minogue, Kate Moss, Naomi Campbell, Elle Macpherson, model-cum-actress Sarah O'Hare, Victoria "Posh Spice" Beckham, model Angela Lindvall, pop star Mya, Rosario Dawson, Mischa Barton, Alexis Bledell, Taryn Manning.