There isn’t a better way to feel like a celebrity than to be engulfed by camera flashes, especially when real celebrities surround you. It was more than a regular weeknight at sass and bide’s Sydney flagship store, as a fashionably cool crowd attended the launch of the sass and bide sunglasses collection.

Click the thumbnails for full pictures:
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11
Sass & Bide Eyewear Launch '11

Much like the ad campaign, where sass and bide’s creative design team takes the space traditionally held by models, no one attending the launch party of the sunglasses collection was spared with shying away from test modelling test the frames on the night. Overhauled for the occasion, the sass and bide flagship store was revamped into a photography studio where every guest (even the serious kind) was expected to show off his or her goofy side and pose with the shades. Naturally, the fountain of champagne did much to help bring out everyone’s inner cool kid.

A collection so fun, bright and energetic, this launch party surely made the coming of summer all the more exciting.

Sass & Bide’s eyewear collection will be available in Myer and selected retailers around Australia from 1 September, 2011. You can see pictures from the launch party by clicking on the thumbnails above, while the original ad campaign can be seen here.

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