Introduction — Two Women, One Unwavering Creative Bond
What stands behind every softly flowing dress, every bohemian print and every Paris-Ibiza silhouette are two women: Barbara Boccara and Sharon Krief.
Who are Barbara Boccara & Sharon Krief?
Barbara Boccara & Sharon Krief are the designers and founders of BA&SH, a Paris-based brand known for feminine, effortless style. Friends since adolescence, they created BA&SH to design clothes for real women—pieces that are comfortable, versatile and emotionally expressive. Their creative process prioritizes intuition and life experience over seasonal trends, drawing inspiration from travel, friendship and everyday moments. They describe their vision as “feminine, confident and free,” blending Parisian chic with bohemian influences. Their collections are built around wearable silhouettes, fluid fabrics and prints that feel timeless rather than trend-driven. While the brand has grown globally, their collaboration remains rooted in personal values: authenticity, joy, and a shared belief that fashion should make women feel good.
These co-founders of BA&SH are more than business partners — they’re lifelong friends, creative confidantes, and women whose shared vision has shaped a style that reflects life’s subtleties, moods, and spirit.
Their story isn’t just about a brand’s rise, but about two people building a creative life together — from youthful friendship to co-creating a wardrobe that embodies their desires, sensibilities, and values.
From Childhood Friendship to Creative Collaboration
Barbara and Sharon met during their baccalaureate exams in Paris, introduced through mutual friends. What began as teenage camaraderie blossomed into a deep bond. As Sharon recalls, “We were best friends forever, you know.”
After time in different professions — Barbara working in PR, Sharon studying law — and after both having children, they found themselves yearning for something more personal, more expressive. As Barbara said in a past interview: “We realized we had a common dream: we wanted to bring our dream wardrobe to life, and we also wanted to create something together and work together every day…”
That shared dream, rooted in friendship, became the foundation for what would become BA&SH.
Two Sensibilities, One Shared Aesthetic: How Their Personalities Shape Their Design
A remarkable aspect of their collaboration is how their distinct personal style and temperament complement one another:
- For Barbara, design has always been intuitive, romantic, and soft — an expression of memory, emotion, spontaneity.
- Sharon brings structure, clarity, pragmatism, and subtle sensuality — a balance of strength, confidence, and understated elegance.
As Sharon has said, their goal was to create clothes that make women feel good; clothes that combine femininity with ease.
They described their combined aesthetic as “an effortless French sexiness, a confident femininity.”
Over time, their individual styles converged — to the point where both now describe wearing BA&SH as their “dream wardrobe come to life.”
That blend of softness and strength, romanticism and modernity, is a hallmark of their design language.
Creativity by Instinct: The Ibiza Retreat & Designing From Life
For Barbara and Sharon, design is not dictated by seasonal trends or charts — it’s born from experience, from moods, from memories. Twice a year, the two French fashion designers take their creative team to Barbara’s house in Ibiza for a retreat: “At the start of the season, we go with our entire studio to my house in Ibiza.”
There, in an environment detached from deadlines and noise, they sketch, debate, test fabrics, and build mood-boards. The windows become galleries of color swatches, print samples, and fabric cuttings — less like a corporate factory and more like a sanctuary of creation.
This ritual isn’t just about clothes — for them, it’s therapeutic, communal, and rooted in friendship and trust. As Sharon put it: “We always remember the most important thing is our friendship.”
Design becomes a way to feel life, not just market trends.
Designing Real Women’s Lives — From Morning Coffee to Sunset Journeys
Barbara and Sharon’s design philosophy is informed not by idealised catwalk fantasies, but by real lives. Mothers, friends, travellers — they see their customers in themselves. As Sharon once said:
“We love beautiful clothes and especially feminine, effortless dresses, mainly for how they highlight the woman. We love fashion when it makes women feel good.”
Their work is defined by:
- wearability — clothes women can move in, live in, breathe in
- versatility — outfits for work, travel, motherhood, nights out
- elegance — but never forced, never contrived
- emotional resonance — capturing moods, memories, freedom
As Barbara said: “We created clothes for women for every moment: to go to work, to go on vacation, for sexy moments.”
Their intention is clear: design should serve life, not demand it.
Values & Purpose — More Than Aesthetic
Beyond aesthetics, Barbara and Sharon have held firm to values like authenticity, empathy, and community — principles that guide their creative work and public outlook. As Sharon said about what set their label apart: “Our core value of authenticity, that we’ve stayed true to since day 1.”
Barbara has spoken about responsibility too — especially social responsibility. Growing up in a family where generosity mattered, she brought the desire to “give back” into their work.
Through their journey, they’ve tried to ensure that their creative success also reflects compassion and respect for people — whether colleagues, customers, or communities.
Their Creative Language — Femininity, Sensuality, Emotion, Not Trend
Barbara and Sharon’s design isn’t about chasing what’s “in.” It’s about capturing what’s timeless: femininity, feeling, movement, soul.
Their style muses? Icons like Jane Birkin, Romy Schneider, Vanessa Paradis — women whose appeal lies not in showiness, but in presence, attitude, and authenticity.
Their motto, as Sharon once put it: “Wear a look that makes you feel good.”
It’s a philosophy that underpins every decision — from fabric choice to silhouette, from prints to cuts.
The Ongoing Story of Two Designers Committed to Integrity and Intimacy
More than two decades since they began, Barbara Boccara and Sharon Krief remain deeply involved in their creative process. Their partnership endures because it evolves — not toward bigger sales or faster growth, but toward depth, meaning, and shared intention.
They didn’t set out to build a fashion empire. They built a creative life — one in which friendship, emotional honesty and design intuition remain central.
In an era where fast fashion and fleeting trends dominate, their quiet commitment to authenticity, empathy, and timeless femininity feels radical.
They remind us: fashion doesn’t have to be loud.
It just has to feel true.
Conclusion — The Designers, Not the Brand
To speak of BA&SH without naming Barbara Boccara & Sharon Krief is to miss the point entirely.
The garments exist, yes. But their legacy is not a wardrobe — it is a worldview: friendship as creative force, life as aesthetic material and femininity as freedom.
They are not just designers of clothes. They are designers of possibility.
Discover the BA&SH collection at Edito—a curated selection of pieces designed by Barbara Boccara & Sharon Krief, celebrated for their effortless Parisian cool and feminine confidence. These are clothes made to move with you: modern silhouettes, fluid fabrics, and that unmistakable mix of ease and attitude that defines BA&SH. Whether you’re dressing for everyday life or a night that deserves something beautiful, you’ll find pieces that feel instinctive, wearable, and endlessly versatile.
Explore the BA&SH collection at Edito and find your new favourite wardrobe staples.
