The boho-chic world of ba&sh, from the 9PM collection for Christmas 2024 to SS25
An all-female story that began in 2003, born from the friendship between the two founders and creatives of the Parisian brand, Barbara Boccara and Sharon Krief.
Two friends who come to the world of creative fashion starting from different experiences. Sharon Krief studies law, while Barbara Boccara begins her career in a press office. Their brand Ba&sh , which combines the initials of their names and a shared vision of fashion, was born in 2023. In unsuspecting times, a precursor of the boho-chic style, it is a women's clothing brand "that combines audacity and a spirit of sisterhood" , to use the words of the two, friends for 37 years - they finish each other's sentences - "a brand of women and for women" . Guided by the "born collective" principle, the brand has become over the years "synonymous with innovation and social responsibility" .
L'OFFICIEL: What is your first memory of your friendship?
SHARON KRIEF: We met through mutual friends. At parties we would exchange a few greetings, a smile, but it was during the final exams, in Paris, that everything changed. I lived close to the school, while she lived very far away, so a friend of ours asked me to host her for a week. I was a little reluctant, but in the end I accepted. We shared the same bed and, unexpectedly, we discovered a deep affinity.
L'OFFICIEL: How did the exam go?
BARBARA BOCCARA: We laughed, studied, and partied together. That week, a true friendship was born, based on complicity and mutual understanding. And we passed the exam.
LO: And your first encounter with fashion?
BARBARA BOCCARA: Fashion has always fascinated us. We would go to the best department stores and stay up to date with trends. I already had experience in the industry, working in a major PR agency for brands such as Zadig & Voltaire and Comptoir des Cotonniers.
SHARON KRIEF: When we started our brand, we visited the fashion capitals – New York, London, Paris – to convince the best multi-brand stores to buy our collections. It was intense work, but the enthusiasm and desire to build something unique drove us.
LO: What is the key element of your working relationship?
SHARON KRIEF: Our relationship has always been at the heart of our success. Of course, we don’t always agree, but we’ve learned to find a balance: sometimes my idea prevails, other times his, but we never go back to argue about decisions that have already been made. This approach has allowed us to stay focused on our common goal.
LO: What do you think women feel when they wear your clothes?
BARBARA BOCCARA: Our clothes convey power and confidence. We work with a foundation in France to support young women who have had to go through chemotherapy to cure cancer.
LO: In what way?
SHARON KRIEF: We open our stores and work with them on looks in our clothes to help them feel beautiful and strong.
LO: It's a beautiful initiative.
SHARON KRIEF: We receive many messages of gratitude from women who, thanks to one of our dresses, have regained confidence in themselves, perhaps getting a new job. This for me shows the true power of fashion.
LO: How does your creative process develop and why did you choose Ibiza as your place to concentrate your creativity?
BARBARA BOCCARA: Because we like being there!
SHARON KRIEF: We have a house in Ibiza and we love the atmosphere of the island, the colours and the freedom it offers. Every year we move there for a week or two with our team to develop the collections. Away from the office, everyone brings their own inspiration and together we build something unique. In the past we have also worked in Morocco and India, but Ibiza has become our creative refuge.
LO: How would you describe your style?
SHARON KRIEF: Very feminine, sexy - but never vulgar! -, colourful and cheerful. We focus on quality materials, comfortable and versatile designs. We create clothes for every moment of life: from work to parties, from everyday to special occasions. We like to think that our clothes represent an arsenal of style for the contemporary woman.
LO: What has been the most exciting moment in your career?
BARBARA BOCCARA: Opening our first store in Paris was a huge challenge, but the greatest satisfaction came when La Galerie Lafayette decided to open a corner with our creations. We still remember the joy of that day: we were so happy that we even danced!
LO: How do you integrate storytelling into the creation of your collections?
SHARON KRIEF: We are very pragmatic, at the beginning we didn't have moodboards or storytelling, we relied on our instinct. We put the product and the person we think it is intended for at the center.
BARBARA BOCCARA: Now we are working with the team to try to create a story of the brand's DNA, but we remain with our feet on the ground: for us it is still important what our garments convey. Storytelling is a useful tool, but it must never overwhelm the authenticity of our creations.
