BA&SH
BA&SH is one of Paris's most beloved contemporary labels — a brand born from friendship, built for real women, and defined by the kind of effortless, joyful dressing that only the French seem to make look this easy. Founded by best friends Barbara Boccara and Sharon Krief, ba&sh has grown from a dream wardrobe shared between two women into a label found in over 400 stores around the world, while somehow retaining the warmth and personality of its origins. At Kiti we are proud to stock ba&sh in Cardiff, bringing a carefully chosen edit of the collection to our customers in Wales and online across the UK.
If you have been looking for the kind of French dressing that works as well at a dinner as it does on a Saturday morning — relaxed, feminine, and always just a little bit stylish — ba&sh is exactly that.
About BA&SH
BA&SH was founded in Paris in 2003 by Barbara Boccara and Sharon Krief — best friends who, after each having their second child, decided to bring the wardrobe they had always wanted into existence and share it with other women. The brand takes its name from the first two letters of their first names: Barbara and Sharon. Barbara focuses on product and design, ensuring every piece reflects the brand's vision for versatile, timeless clothing; Sharon leads brand identity and marketing, ensuring ba&sh connects with women in an authentic and meaningful way. It is a genuinely complementary partnership, and it shows in the coherence of the brand's aesthetic.
Each season the ba&sh design team gathers in Ibiza for a creative retreat to develop the upcoming collection — a process that keeps the work grounded in feeling, experience, and the texture of everyday life rather than trend forecasting. The brand draws inspiration from travel, art, film, and the women who wear it, and the result is clothing that feels personal and considered rather than manufactured. Over 88% of ba&sh employees globally are women, and the same spirit that founded the company — made by women, for women — runs through every level of the organisation.
In 2015 the brand received investment from L Catterton, the private equity firm backed by LVMH, which supported its international expansion while the founders retained their creative direction. Today ba&sh is found in over 400 points of sale worldwide, with a strong presence across Europe, the US, and Asia — and at Kiti in Cardiff.
The BA&SH Aesthetic
The ba&sh woman is confident and curious. She dresses with intention but without effort — and ba&sh is built around that contradiction. The collections are rooted in what the founders call effortless French femininity: feminine silhouettes that are relaxed rather than rigid, dresses that feel as comfortable as they look, knitwear with personality, and pieces that transition naturally from morning to evening without requiring a change of outfit or a change of mood.
Colour and print are handled with the confidence of a brand that knows exactly what its customers want: seasonal palettes that feel current without being reactive, florals that lean vintage rather than sweet, and enough neutral options to build a wardrobe around. Ba&sh dresses in particular have built a loyal following — midi lengths, wrap silhouettes, and occasion-ready styles that manage to feel effortless rather than overdressed.
BA&SH at Kiti
We stock ba&sh because it fits perfectly into the Kiti edit. It is the kind of brand our customers return to season after season — not because of a single statement piece, but because the clothes become part of how they dress. Feminine without being fussy, French without being inaccessible, and priced at a level that makes it a genuine contemporary wardrobe brand rather than an occasional treat.
If you would like to know what ba&sh pieces are currently in stock, need sizing guidance, or would like to come and see the collection in person, please visit us on Pontcanna Street in Cardiff or get in touch directly. We are always happy to help.
Frequently Asked Questions
What is BA&SH?
BA&SH (also written as ba&sh, ba sh, or ba and sh) is a French contemporary womenswear brand founded in Paris in 2003 by best friends Barbara Boccara and Sharon Krief. The name combines the first two letters of each founder's first name. The brand is known for its distinctly Parisian aesthetic — feminine, effortless, and joyful — and is found in over 400 stores worldwide.
Where can I buy BA&SH in the UK?
BA&SH is stocked at Kiti in Cardiff, where you can shop a curated selection online at kiticymru.com or visit us in store on Pontcanna Street. We are an official UK stockist of the brand.
How does BA&SH sizing work?
BA&SH uses French sizing. As a general guide, a French 36 is broadly equivalent to a UK 8, a French 38 to a UK 10, a French 40 to a UK 12, and a French 42 to a UK 14. The brand's pieces tend to be cut with a relaxed, feminine ease, so the fit is generally comfortable and true to the size guide. If you are unsure, please get in touch and we will help you find the right size.
Is BA&SH a luxury brand?
BA&SH sits in the contemporary premium segment — it is an elevated, design-led brand with a genuine Parisian identity, but it is positioned to be a wearable wardrobe brand rather than an occasional luxury purchase. It is comparable in positioning to other contemporary French labels, and is accessible enough to be worn regularly rather than saved for special occasions.
What is BA&SH known for?
BA&SH is best known for its dresses — in particular its midi and wrap styles, which have built a loyal following for their combination of femininity and ease. The brand is also well regarded for its knitwear, blouses, and seasonal prints. It is a brand that rewards building a wardrobe around it, with pieces that work together across collections and seasons.
Who founded BA&SH?
BA&SH was founded in Paris in 2003 by Barbara Boccara and Sharon Krief, two best friends who set out to create the wardrobe they had always wanted and share it with other women. Barbara leads product and design, while Sharon leads brand and marketing. The brand remains a genuine expression of their friendship and shared vision for modern, confident, feminine dressing.
