Sara Berman (fashion designer)

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Sara Berman is a successful British fashion women's wear brand that started as a summer project by Sara Berman in 1998. It started with a range of skirts being sold in Harrods and Fenwick Bond Street. Taking advantage of her mother’s business contacts and working in an upstairs office in her mother’s studio, the fledgling label took off.[1] In 2003, Sara’s sister Amiee joined the label as Co-Creative Director.

Today Sara Berman has two branded labels – Sara Berman and Berman Black as well as the Creative Directorship of heritage cashmere house N.Peal.[2]



Sara studied at Central St Martins College of Art and Design. During that time worked for a selection of designers including Jasper Conran, Charles and Patricia Lester, Maria Grachvogel and Armani. [1]

Whilst at Central St Martins, Sara sold her own label collection to stores in London including Harrods, Joseph and Fenwick Bond St.

She left Central St Martins with a BA Hons in Fashion Design and Marketing.


The Graduate collection was showcased in the window of Fenwick Bond St for the duration of London Fashion Week.[2]


The capsule ‘mini’ collection for Winter 2000 was sold to stores in London, New York, Stockholm, Toronto, Tokyo and Osaka.

Sara was also the winner of the Marks and Spencer New Generation Award.[3]


The first full collection under Sara Berman label was in Spring–Summer 2001 - ‘Fifi does Xanadu’ with a debut at London Fashion Week.

Henri Bendel in NYC dedicated its entire 5th Avenue store front window to showcasing Sara Berman ‘Fifi does Xanadu’ collection.

Sara was also the second-time winner of the Marks and Spencer New Generation Award.

Autumn–Winter 2001 collection ‘Best of Breed’ was sold to 25 stockists worldwide including Europe, Japan, USA, and Scandinavia.

Henri Bendel in NYC again dedicated its entire 5th Avenue store front window to showcasing Sara Berman ‘Best of Breed’ collection.


Sara was the unprecedented 3rd time winner of the Marks and Spencer New Generation award.[4]

The 5th collection – Winter 2002/3 was on show at London Fashion Week.[5]


Amiee Berman, Sara's younger sister graduated from Central St Martins with BA Hons in Fashion Design and Marketing and joined the company as a director. [3]


The 9th season was created and sold to 50 stockists worldwide including large upscale multiples and top end boutiques.

Sara Berman was the top selling brand in both Harrods and Liberty & Co contemporary floors. [4]

Sara Berman entered into an ongoing design contract with Japanese conglomerate (Far East Company) to start a new range of clothing available in Japan only. The range is called Loulou Willoughby (after Sara’s daughter - Lulu).

Sara joined Philips as a corporate consultant (member of their Simplicity Advisory Board) and working with top level Senior Management team including members of the Global Board of Management.[6]

2005 - 2007[edit]

The contract with Philips was extended to include an appointment to their Innovation Board.

Sara Berman was the winner of the UKFE Exporter of the Year in the Designer category for 2004, which was awarded by The Princess Royal for outstanding achievements in the export market.


Started working in collaboration with Urban Outfitters to design ‘LUX by Sara and Amiee Berman.’ This product was pitched to fall between the high street and designer levels to give the customer a flavour of the Sara Berman mainline collection at a more affordable price point.


A line was developed for e-tailor – By Berman for ASOS is product developed separately to the mainline product and is influenced by the mainline collections but priced for the ASOS customer.[7]

Sara and Amiee were appointed Creative Directors of N Peal [5] and made responsible for the re-branding and re-opening of their flagship store in Burlington Arcade. [6]

Berman Black was launched for AW07. The diffusion line, Berman Black, aims to deliver classic Sara Berman pieces, re-developed to fit in with the mainline seasonal concept at a lower price point than that of the mainline and in classic colours – mainly black.


A line of handbags was launched in collaboration with handbag designer, Amy Morris. [7]


Own label Sara Berman handbag line was launched.

Produced a capsule collection of limited edition Harris Tweed coats [8]


External links[edit]