Designers that show on the Friday of London fashion week often get a bad rep. The international fashion community is usually so jet lagged from New York that they take a pass on the earlier shows, time slots often filled by emerging designers or irrelevant London standards like Caroline Charles, but Sass & Bide managed to pull a bit of a crowd this season. There's something that always feels a bit half-done about a Sass & Bide show, perhaps because of the time slot, but this season's show packed a punch in terms of casting, beauty, and the collection.
Sarah-Jane Clarke and Heidi Middleton took futurism, which is already one of the strongest emerging trends of LFW, and paired it with traditional elements picked up from their travels. This season was a big step forward for the brand because it's hard to fault the inspiration or the execution. Last season the duo looked to target the peacocking street style set and this season they moved forward and made clothes women would want to wear, rather than be seen wearing.