Sass & Bide is another famous fashion brand from Australia. The label was founded by Sarah-Jane Clarke (nickname "sass") and Heidi Middleton (nickname "bide") who also use their nicknames to form the brand name. Sass & Bide began life as a stall on London's Portobello Road with customized clothes and then rose to new fashion heights with their famous East Village Jean - a sexy hipster with a daring 2 inch zip. In 2000, the brand has been recognized by Harvey Nichols, the famous department store in London and was allowed to be sold within their counter. Now, their fashion collection has expanded from the innovative new shapes and detailing in denim to an extensive and luxurious fashion range which showcases twice a year at New York Fashion Week. With their design characteristics of quirky and sexy, the brand has attracted celebrity fans such as Gisele Bundchen, Mischa Barton, Kate Moss and Sarah Jessica Parker etc. In particular, Sarah Jessica Parker has chose to dress in Sass & Bide to feature in the popular drama "Sex and the City"!