Australian fashion royalty Heidi Middleton and Sarah-Jane Clarke are leaving the label they founded, sass bide.
The Sydney-based designers have quit their namesake label after 15 years.
Myer bought 65% of the brand for $42.5m in 2011, and took full ownership last September.
Since then Clarke and Middleton have reduced their roles in the company and worked as creative directors.
“Both Heidi and Sarah-Jane have been slowly transitioning out of the business, and it has now reached a point where both girls feel confident that the business will go on to grow and thrive without their day-to-day involvement,” sass bide said in a statement.
“The girls leave behind a rich legacy of creating a brand that is built on spirit and heart, qualities that are deeply etched in the collections, the communications and its people.
“Those qualities will continue to define and drive the brand for years to come.”
Myer said in a statement that Middleton and Clarke would be associated with the brand for a long time.
The new design director, Anthony Cuthbertson, will lead the creative team with the art director, Bonnie O’Hare.
Cuthbertson has worked with international brands including Ralph Lauren, Daks, MaxMara and Joseph and has also consulted for Victoria Beckham and Mulberry.
O’Hare has worked for Tommy Hilfiger in Amsterdam and on campaigns for Calibre, Hugo Boss and Bardot.
Middleton and Clarke set up a stall at London’s Portobello Market in 1999 and then paraded sass bide at Sydney fashion week in 2001.
The brand came to international attention in 2002 when the actor Sarah Jessica Parker wore it on the television show Sex and the City.