French AMBITION

The tale of ba&sh is one of fashion, friendship and chutzpah. We take a look at how the brand remains a beacon of Parisian style two decades after its founding.

- VALECIA LEE

Achieving that sartorial It factor, or je ne sais quoi, as the French call it, is never easy. But for 21 years, the powerhouse duo behind ba&sh has exported a à style that is both uniquely Parisian and universally appealing. From its humble beginnings, the brand has grown to over 400 stores-including the first ba&sh boutique in Singapore that opened last November at Marina Bay Sands.

Barbara Boccara, who co-founded the brand with Sharon Krief, which is named after the first two letters of their names, says that ba&sh was born out of their friendship over 20 years ago. "We both decided not to work initially because we got married relatively young and started our families," she says.

Then in their late twenties, still in the throes of motherhood but fuelled by a shared love for fashion, they started a ready-towear label of their own.

Since the early days, Boccara and Krief have been inspired by the archetype of the modern career woman. To reflect the same bustling lives they led-balancing the needs of family with work-they sought to create a versatile wardrobe that embodied a carefree elegance. "A woman's hectic schedule, whether juggling children, work, or other responsibilities, doesn't allow her the luxury to spend hours getting dressed.

That's why we strive to create outfits that are effortless, and allow women to feel comfortable and confident," explains Boccara.