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Brand Focus – Sahara

What is the story behind your business?

Sahara is a family-run business that has been creating clothing for independent, free-spirited women for over 40 years. We create clothes for the individual, not the crowd. With each piece created using luxurious natural fabrics and traditional techniques, our collections provide an antidote to the culture of fast fashion.

What was it that inspired your latest collection?

Our Spring Summer 2020 collection is very loosely inspired by the films The Big Blue, Amelie, Cinema Paradiso and Pillow Talk. Our Spring collection kicks off with rich tones of blue, featuring floral jacquards and woven Ikat prints. This palette flows into our Summer collection which featuring pineapple and sorbet tones, with aquamarine and canary highlights. We’ve focussed on creating easy comfortable lifestyle clothing which can be conveniently built into a personalised versatile wardrobe for work, or home.

What are your brand values?

Sahara is renowned for creating contemporary ladies’ designer fashion with a unique, bohemian-chic aesthetic inspired by the spirit of adventure, global design discoveries and unbounded creativity. We infuse British fashion with considered collections to suit a variety of shapes, skin tones, ages and personal styles. Our pieces are designed to feel luxurious, flattering and timeless.