Sarah-Jane Clarke - travels in high fashion

It was 1999 when two Queensland girls launched a small jeans label in Sydney. Fifteen years later, the pair have left an indelibly Australian imprint on the international luxury fashion industry (and reinvented the average jean zip-length in the process). sass & bide co-founder Sarah-Jane Clarke talks to Georgia Rickard about one very Australian journey

Let us, for a moment, take stock of Australia’s fairly impressive reputation for success. We make great wine. We can act. We can even manage to win the odd Olympic gold… in winter. For a population of our size, some ridiculously miniscule fraction of the world’s many billions, it would not be unfair to say that Australians know how to punch above their weight.

But when it comes to fashion, we’ve always… lagged a little bit. Major disadvantages like the more-than-20-hours’-flight-time to the globe’s major fashion capitals; the diametrically opposed seasons; our sheer physical distance from the well-oiled machine of red carpet endorsements are against us, admittedly, but similar challenges have existed in other industries, haven’t they?

Until a couple of decades ago it was, perhaps, the obvious conclusion to draw that maybe most Australians just weren’t that interested. Let’s be frank (after all, that is a very Australian thing to be): the art of fashion might be just that – a wonderful, expressive form of art – but the hangers on, the associated pretensions… those aspects of the industry have long been at odds with the straight-forward, no-bull candour so highly prized by our antipodean culture.

I am sitting in Sarah-Jane Clarke’s suite, all-important champagne in hand (it’s been a long day), when I put this contrast to her. Outside, descending in a series of pink and yellow exclamation points, the setting sun marks the end of our second day shooting the Australian Traveller cover; in hair greasy with product and a face shining with moisturiser, Clarke looks as tired as I feel (though, truth be told, she is still far too attractive to really wear that label).

In the room next door, her three boys are unusually quiet, absorbed in the dual allure of room service and television; the suite is sprinkled with clothes (hers) and toys (theirs). For someone so often upheld as a global fashion influencer (Celebrity! Millionaire! Fashion icon!), it is a nice, normal scene. Then again, Sarah-Jane Clarke is – happily, refreshingly, surprisingly – just that. Normal.

Just a Queensland girl at heart

The easy conclusion to draw from that observation, though, is an obvious one: Clarke’s upbringing was as far removed from the sophisticated aggression of the world’s fashion capitals as you can get. Growing up in ’70s Queensland, she spent “a lot of time" at North Stradbroke, South Stradbroke, Fraser Island and Moreton Island. “We used to go camping at Fraser for three-week stints," she recalls.

“Mum and Dad would set us up over there and Dad would go back to work, so Mum would have us three kids and we would live very simply. Camping, cooking, burying eskies under the sand to keep them cold, bush pigs, dingoes… I mean, we really had it all." She pauses. “I think that’s probably where my soul feels most at peace, actually. Where the bush and the sea meet. I love that landscape."

The fact that she chose a childhood friend and fellow Queenslander, Heidi Middleton, as her business partner probably didn’t hurt either.

“We’ve never been fashion followers," Clarke admits. “I think that might have been the key to our success, actually. sass & bide’s whole philosophy on life has always been very Australian – the fact that we love what we do, but we don’t take ourselves too seriously. Australians know who they are and what they want to be, so they can be very motivated individuals, but they also have a great sense of humour, and I think we have the balance of what matters in life."

The label’s story – a classic tale of rags-to-riches (“not at all, it was bloody hard work," Clarke counters) – is a well-known one. After enjoying success selling customised jeans at London’s Portobello Markets during a gap year, the pair moved to Sydney in 1999, with plans of starting a local label. They began by sourcing the lowest zip they could find – a mere two-inches long; so scandalously low that manufacturers said, doubtfully, that attaching it to jeans wasn’t a particularly good idea – and began what Clarke calls the “two-woman show", working “8am till 9pm, seven days a week" without any staff for the next two years.

The travelling roadshow

It was worth it. The jeans sold like hotcakes. Still, the pair had bigger plans. In a move that Clarke calls “beautifully naïve", she and Middleton packed bags filled with designs from their fledgling label and went on a “travelling roadshow," traipsing the streets of New York City with their suitcases trailing behind them.

“Most designers would be in their car, or at their sales agents, but we…" She laughs, lost in the memory. “We were determined to personally meet every editor and buyer we could."

Then came the instant that changed everything – one of those Crocodile Dundee-type moments that script writers fall all over themselves for.

“I didn’t watch Sex and the City, so I wasn’t really in tune as to who Sarah Jessica Parker was," says Clarke, “but Heidi did. We were walking back from a sales appointment at Barneys with our suitcase full of things, and there she was, filming in the streets…"

They decided they needed to give her something: the jacket Clarke was wearing.

“So we went over to the security guard and said, ‘We are designers from Australia…’"

Parker went on to wear a full ensemble on her show. Suddenly, sass & bide was the Next Big Thing. It would be easy to imagine that, once elevated to a playing field Australians don’t often get tickets to, that one might – shall we say – start to get tickets on oneself.

“Well, yes, I hear that all the time," she responds, “but to be honest, I have never…" She pauses. “There are probably some less desirable people in the industry," she concedes.

“But I think it depends on who you surround yourself with. I’m surrounded by very real people, especially my partner Daniel and my parents, and even though they are very proud of my achievements, they’ve always ensured I check in with my spiritual side. And our philosophy has always been to work with like-minded people. There are some really beautiful souls out there, who are really just in it for the passion of what they do, and who don’t get too involved in all the extra hype."

Is that what she’s done – avoided ‘the extra hype’? What about the two-million-odd images of her floating around in cyberspace, looking glamorous at all those fashion, darling-type parties?

The cure for egomania

She smiles. “We’ve always tried to balance ourselves one foot in, one foot out," she concedes. “But the Australian way doesn’t lend itself to inflated heads and egomaniacs. Plus" – she gestures at the toys on the floor – “having children doesn’t give you much time to get carried away in your success!"

There has, by the way, been some serious success – more so than the average Australian might appreciate. A decade’s worth of invitations to (and consequently, hugely successful showings at) the fashion weeks of both London and New York. The requisite celebrity endorsements (Kate Moss, Beyonce; even Madonna – a big deal whether you care particularly for celebrity, or not).

There have been numerous and repeated appearances in all those apparently important lists, like the BRW’s annual Young Rich List. Perhaps most outstandingly, though, is their commercial success – arguably the greatest level achieved by an Australian label of their ilk, and one that has culminated – despite a local landscape of peers’ companies’ collapses – in their latest, most controversial move of all.

It was 2011 when Clarke and Middleton first decided to sell off shares of the company (Myer purchased a 65 per cent stake for $42.25 million). Then, two weeks before this edition went to print, the pair announced publicly that they were parting ways with the brand entirely.

No doubt it was a choice that took some time to make. “Being involved in sass & bide was like being on a ferris wheel," agrees Clarke. “Exciting and colourful… but endlessly rotating.

“Now that I’m off the ride, for the next six months I’m going to be selfish, take some time to breathe and just concentrate on my health and wellbeing. I want to enjoy my boys, finish those jobs on the bottom of the to-do list – those ones that never get done – and just appreciate the beauty that surrounds me."

The fairytale ending

It’s hard to resist finishing this article with the usual fairytale-style conclusion: girl from the bush ends up conquering, then gracefully departing a global industry, and riding off happily into the sunset. In a sense, though, that’s a little how things seem to be.

“We live in this unique place where dreams can be achieved, in a culture that’s open-minded and exploratory," she says, by way of answer. “Our landscapes have so much to offer as well, particularly for young minds." She gestures in the direction of her boys, still quiet in the room next door. “Right now, we have a real hunger to explore more of Australia."

She reels off her bucket list: Tasmania’s Overland Track; Kangaroo Island, exploring the Kimberley and Northern Territory; more time on Lord Howe Island, where she celebrated her 30th birthday, escaping to the Cocos (Keeling) Islands…

“We’re free to shape our future," she finishes, and though I’m not sure whether she’s talking about her family, or her country, it doesn’t really matter. If there’s anything the sass & bide story tells us, it’s that her statement applies to both.

From thundering waterfalls to ancient Indigenous art, Kimberley’s raw beauty will take your breath away.

Wild, pristine, and shaped by nature, the Kimberley Coast is one of Australia’s most spectacular landscapes. A remote and rugged frontier that remains a bucket list destination for many travellers. Its most breathtaking attractions – including Montgomery Reef, King George Falls and Horizontal Falls – are accessible only by sea or air, making a guided expedition cruise aboard Silversea’s luxury expedition ship, Silver Cloud, the ideal way to explore it.

From its intricate intertidal zones to ancient rock art, extreme tides and rare wildlife found nowhere else in Australia – or the world – this journey offers an unparalleled exploration of one of Earth’s last true wildernesses.

Why Silversea?

Silversea offers a 10-day expedition departing Broome, or an extended 16-day expedition voyage from Indonesia, including landings on the hidden gems of Palopo Sulawesi and Komodo. Accompanied by expert guides and specialists in marine biology, history and geology, guests gain a deeper understanding of the Kimberley’s dramatic landscapes, rich cultural heritage and extraordinary biodiversity.

Silversea offers one of the experiential travel industry’s leading crew-to-guest ratios. Along with all-suite accommodation (80 per cent with private verandah), 24-hour butler service, a swimming pool and four dining options. Silver Cloud also has an experienced crew of multilingual expedition guides and specialists in marine biology, history and geology to enhance your Kimberley Experience.

silversea cruise ship pool deck — Take a dip in the pool deck.

1. Koolama Bay

Before visitors see King George Falls, they hear them – a growing rumble in the distance, steady and foreboding as the Zodiac glides through the gorge, the sound echoing off sheer rock formations. At 80 meters tall, the twin cascades carve through the red cliffs, churning the waters below in a spectacular finale – but Koolama Bay holds secrets beyond its striking scenery.

Named after a ship that beached here following an aerial attack by Japanese bombers in World War II, the bay may seem desolate, yet it teems with life. With Silversea’s expert guides on their 10-day Kimberley itinerary, guests gain a sharper eye for its hidden wonders – rock wallabies darting across the cliffs, crocodiles lurking among dense green mangroves, and high above, the silhouette of a bird of prey circling the sky.

King George Falls at koolama bay excursion on Silversea Kimberley Cruise — Take a shore excursion to see King George Falls.

2. Freshwater Cove / Wijingarra Butt Butt

Connect with Country on a wet landing at Freshwater Cove, also known as Wijingarra Butt Butt. Considered one of the most special experiences on both the 16-day and 10-day Kimberley cruises, Silversea guests are welcomed by the traditional Indigenous custodians of the land, painted with traditional ochre, and invited to take part in a smoking ceremony.

Located on the mainland near Montgomery Reef, Wijingarra Butt Butt holds deep cultural significance to the local Indigenous community. Here, rock formations along the shore represent spiritual ancestors, and guests are guided to a nearby rock overhang filled with ancient art, where traditional owners share the stories and meaning behind these sacred paintings.

welcome to country on freshwater cove during silversea kimberley cruise — Take part in a smoking ceremony. (Image: Tim Faircloth)

3. Vansittart Bay (Jar Island)

Modern history, ancient culture and mystery converge in Vansittart Bay, which is also known as Jar Island. Here, the first thing to catch the eye is the dented, silver fuselage of a World War II-era C-53 plane – a striking relic of the past. Yet, the true cultural treasures lie just a short hike away where two distinct styles of Indigenous rock art – Gwion Gwion and Wandjina – can be found.

The Wandjina figures, deeply connected to Indigenous traditions, stand in stark contrast to the enigmatic Gwion Gwion (Bradshaw) paintings, which date back more than 12,000 years. Significantly different in form and style, the two different styles create a striking juxtaposition, offering a rare glimpse into the region’s rich and complex past.

aerial view of Vansittart Bay, See it in you Silversea Kimberley Cruise. — Explore ancient Gwion Gwion rock art at Vansittart Bay. (Image: Janelle Lugge)

4. Horizontal Falls

Part illusion, part natural phenomenon, the Kimberley’s much-lauded Horizontal Falls aren’t a waterfall, but a tidal and geographic spectacle that visitors have to see to comprehend. Known as Garaanngaddim, the phenomenon occurs when seawater rushes through two narrow gaps- one just twenty metres wide, and the other seven metres in width, between the escarpments of Talbot Bay.

With each tidal shift, the force of the water creates whirlpools, furious currents and the illusion of a horizontal cascade as thousands of gallons of water are pushed and pulled in through the gap every six hours with relentless movement, making this one of the Kimberley ’s most mesmerising natural wonders.

Horizontal Falls are described as "One of the greatest wonders of the natural world". They are formed from a break in-between the McLarty Ranges reaching up to 25m in width. The natural phenomenon is created as seawater builds up faster on one side of the gaps than the other, creating a waterfall up to 5m high on a King tide. — Watch whirlpools and furious currents collide. (Image: Janelle Lugge)

5. Montgomery Reef

As the tide turns in Montgomery Reef, magic happens. With the Kimberley’s legendary tides varying up to ten metres, at low tide the submerged reef almost appears to rise from the depths: exposing up to four metres of the sandstone reef.

The impact is otherworldly: as the water drains, waterfalls cascade on either side of the channel, turtles left exposed scramble and dive, and fish leap in search of sanctuary in shallow pools. Meanwhile, the dinner bell rings for the migratory seabirds dugongs, reef sharks and dolphins that scavenge and feast in the area.

Using zodiacs, guests cruise through one of the world’s most significant inshore reef systems navigated by experienced guides, exploring the most intricate and fascinating parts of a 300-square-kilometre-wide biodiversity hotspot.

aerial view of boat going along Montgomery Reef — Witness seabirds, dolphins and reef sharks on the hunt.

6. Mitchell Falls by Helicopter

Experiencing the Kimberley by sea allows you to feel the power of the tides, but travelling by helicopter reveals the sandstone tapestry of the Kimberley, a landscape geologists believe is over 1.8 billion years old.

One of Silversea’s most popular optional excursions , guests who opt to fly into the interior from the onboard helipad soar up above the rust-coloured landscape of the Mitchell plateau, taking in one of Australia’s most scenic waterfalls: Mitchell Falls, a series of four emerald-coloured pools gently cascades into each other, before plunging down to the river below.

Seeing the landscape from above reveals a landscape weaved and shaped by the power of the freshwater wet season, juxtaposed to the constant lapping of the relentless and powerful tide on the coast.

aerial view of mitchell falls on silversea helicopter excursion — See emerald pools cascade into the river below. (Image: Tim Faircloth)

7. Indigenous Art Caves, Wandjina Art

The Kimberley Region of Western Australia is home to some of the most striking and significant

Indigenous rock art in Australia. Dotted throughout the landscape are caves, cliffs and rock overhangs depicting the striking, ethereal image of Wandjina, the rainmaker spirit and creation being central to many of the Dreamtime stories in this region.

Some of the paintings are regularly repainted by traditional custodians, while others are believed to be over 4,000 years old. Each artwork serves as both a cultural record and a living connection to the past, offering a rare opportunity to engage with the enduring traditions of the Kimberley’s Indigenous communities.

Freshwater Cover Rock Art the kimberleys — Walk among cultural records preserved in stone. (Image: Tim Faircloth)

See the best of this incredible part of the world on a Silversea Kimberley cruise. Book your 10- or extended 16-day expedition voyage at silversea.com

Sarah-Jane Clarke – travels in high fashion