Radiography: Who's behind Ba &

A fusion duo

Since joining in 2003 the first letters of their first name to create Ba & Sh, Barbara Boccara and Sharon Krief never leave each other. Work and holidays, everything happens together with husbands and children. "Our bond is based on benevolence", summarizes the duo with one voice. Designed as the ideal dressing of the two friends, one bohemian and romantic, the other more rock and urban, the brand is imbued with this alchemy.

Ba & Sh collection spring-summer 2018. Photo credit: Ba & Sh

Benevolent proximity

Flagship piece: the dress . In particular, the long, light, embroidered or printed, which, each season, is a cardboard in new versions. "Our signature is the" feel good ". Our dresses are the result of the desire to make feel good those who wear them. Ditto for our coats and, more recent at home, our costumes, very tailoring. "Same spirit, cool and chic, for the next capsules: one dedicated to yoga with the label Ana Heart (mid-April), the other at the festival of electronic music Calvi (early July).

The shoulders of a giant

Top of the range at a reasonable price: it is on this formula that Ba & Sh. "We immediately positioned ourselves on accessible luxury, at a time when this niche was beginning to emerge," they note. Well bet: today is the most dynamic fashion market. No coincidence that LVMH has entered the adventure (via its investment fund L. Capital, 50% owner of Ba & Sh since 2015).

Ba & Sh collection spring-summer 2018. Photo credit: Ba & Sh

A desire of America and Asia

With nearly forty new stores opened in recent months (bringing the total to more than one hundred and fifty), including a first in Los Angeles inaugurated this spring, Ba & Sh is gaining momentum. In addition to the United States, cap is put towards China. "The international is today our priority: firmly established in Europe, we can now cross the oceans. The pop-up imagined in a Parisian palace, the Royal Monceau (until mid-July), does not say anything else.