Britain's fastest-growing fashion brand is a Parisian label you may have never heard of
Is it pronounced ‘bandash’? ‘Bash’? ‘Baa-and-shh’? Whatever you prefer to call it, French label Ba&sh has been named the fastest-growing UK fashion retailer for 2021.
If you’re not familiar with the brand, you won’t be alone. Though it is becoming more widely known for its easy-yet-sexy wardrobe staples, Ba&sh (pronounced ‘bash’ if you were still wondering) was a surprise entry, let alone outright winner, beating more recognisable retailers such as Lululemon, Birkenstock and Coach.
The numbers don’t lie, though. The research, compiled by retail property consultancy CWM and restructuring firm FRP Advisory for fashion trade title Drapers, analysed metrics filed with Companies House including turnover, number of employees, gross margin and operating profit to assess the growth of fashion businesses in the UK.
Ba&sh, which was founded in Paris in 2003 by best friends Barbara Boccara and Sharon Krief (the name combines the first two letters of both their first names), has rapidly established a strong presence in the UK over the past few years, with ten stores in London, one in Guildford and a discount outlet at Bicester Village in Oxfordshire.
A colleague once described it to me as “like Isabel Marant, but cheaper,” which is a fair comparison. That doesn’t make it cheap – you can expect to pay £200-£400 for a dress, putting it in the same bracket as Sandro, Maje and Zadig & Voltaire – but it has nailed that nonchalant, slightly bohemian, Parisian aesthetic more successfully than its competitors.
Its latest collection includes a high-neck viscose midi dress with a batik-inspired print (£270), a high-waisted denim pencil skirt with a slit at the front (£160) and a cream cropped trench jacket (£320). There is also a great selection of flat boots and chunky loafers, delicate jewellery and Nineties-style baguette handbags.
“It’s not amazing quality for the price, but nice stuff,” says one friend who shops there regularly, adding that it’s popular among female colleagues at the London-based management consultancy where she works. It should also be noted that, like many French brands, the sizing comes up small – its largest size, a 3, is the equivalent of a UK size 12-14.
A large proportion of the country was either on furlough or working from home over the past 18 months as a result of the pandemic though, and general sales of stylish workwear took a hit, with many high street brands forced to reduce their brick-and-mortar footprint.
Not so for Ba&sh, which added loungewear to its offering, while its printed blouses and earrings were ideal for top-half-only Zoom dressing.
Now, as we prepare for the return of weddings, summer season sports fixtures and socialising in general, it’s a good time to explore the brand’s offering, especially now that its sale has started. Scroll down for the five best pieces to buy at Ba&sh.
Five of the best
Soon jacket, £345, and State shorts, £175
This is a really wearable take on the tailored shorts suit. The blue is understated, but not as heavy as a black or navy. Add mid-heel strappy sandals for a summery work look.
The ubiquity of summer 2019’s Zara spotted dress has put many people off the white/black polkadot combination. This silky viscose dress will change their mind. Cream, rather than white, with irregular dalmatian-style spots, it’s ideal for formal summer events.
This is one of those brilliant pieces that feels effortless to wear, but packs a strong style punch. It’s also available in black, but this khaki shade makes more of a statement.
A summer wardrobe workhorse. The square neckline lends this airy piece a little structure, while the leaf print makes a change from the ubiquitous florals we see so much at this time of year.
This is one of those items that has the potential to make the entire body look leaner and taller – especially when worn with a denim top and heels, as in this lookbook picture here.
