Sass & Bide founders leave brand

AAP

Aussie fashion royalty Heidi Middleton and Sarah-Jane Clarke are leaving the label they founded, sass & bide.

The Sydney-based designers have quit their namesake label after almost two decades.

Myer bought 65 per cent of the brand for $42.5 million in 2011, and took full ownership last September.

Since then, Clarke and Middleton reduced their roles in the company and worked as creative directors.

"Both Heidi and Sarah-Jane have been slowly transitioning out of the business, and it has now reached a point where both girls feel confident that the business will go on to grow and thrive without their day-to-day involvement," sass & bide said in a statement.

"The girls leave behind a rich legacy of creating a brand that is built on spirit and heart, qualities that are deeply etched in the collections, the communications and its people.

"Those qualities will continue to define & drive the brand for years to come."

Myer said in a statement Middleton and Clarke would be associated with the brand for a long time.

New design director Anthony Cuthbertson will lead the creative team with art director Bonnie O'Hare.

Cuthbertson has worked with international brands including Ralph Lauren, Daks, MaxMara and Joseph and has also consulted for Victoria Beckham and Mulberry.

O'Hare has worked for Tommy Hilfiger based in Amsterdam and on campaigns for Calibre, Hugo Boss and Bardot.

Middleton and Clarke set up a stall at London's Portobello Market in 1999 and then paraded sass & bide at Sydney Fashion Week in 2001.

The brand came to international attention when actor Sarah Jessica Parker wore it on television show Sex and the City in 2002.