Modeliste Magazine

Sexy, Chic & What You Need Now: Sambag



The A-List: Sambag


It’s difficult to dispute that there are few things better than your favorite pair of flats, not to mention how much of a necessity the perfect handbag are to pull off any look. Enter Sambag, an Australian fashion-lifestyle brand founded by Sam Wagner, CEO and Artistic Director. It’s not hard to see the energy and affection that accompanies Sambag, the ultra-hip label from down under.  Renowned for its luxurious fabrics, distinctive point of view and loved for its style and functionality, Sambag is incredibly on-point with all of its chic and trend-setting collections.   The Sambag woman is stylish, successful and elegant. She adores fashion but doesn’t take herself too seriously.” Sam tells us. “She is a busy lady – whether that is in her career or with family – but she takes the time to treat herself to a little bit of luxury.”  We recently caught up with Sam to learn more about brand and its latest collections, but just a word of warning: You’re not going to be able to read this without contracting a serious case of wanderlust.

sambag 1Erin Leather Bag  $380

Modeliste: What makes Sambag one of the hottest lines coming out of Australia?

I think people can relate to Sambag as a lifestyle brand, our point of difference is the fact that we provide classic pieces in luxe fabrications that work with every busy woman’s lifestyle. Whether it’s a simple ballet flat, a great piece of denim or a cosy knit, our pieces won’t go out of style and there is something for everyone.


Modeliste: Describe the overall concept of the line.

I launched Sambag in 1997 as a bag label after an eye-opening trip to New York. Soon the brand was stocked in high-end boutiques across the country. After introducing shoes to the line, I showed at fashion week for the first time in 1999 and the rest is history! I opened Sambag’s first store in 2005 in Sydney’s Woollahra, where I still live today. After many sleepless nights, the store launched with a wide range of shoes, handbags and a small collection of cashmere. The brand has continued to strengthen and we now have 12 boutiques Australia-wide: 5 in NSW, 3 in VIC, 2 in QLD, 1 in WA and a thriving online boutique. Apparel has now become more of a focus for me – I love to perfect timeless shapes using luxurious fabrications.

sambag 2Alex Seersucker Jacket  $360

Modeliste: What makes it unique in the industry?

We offer our customers timeless pieces in classic cuts, using unique and luxurious fabrications. This ensures our products never go out of style. We also appeal to a broad age range, servicing women in their 20’s through to women in their 60’s.

Our products are so timeless that they appeal to everyone – mothers, daughters, and grandmothers… I would love it if a pair of our ballets or one of our cashmere knits was in every woman’s wardrobe!

sambag 4
Alice Knot Dress $480

Modeliste: What influences you in creating some of the season’s hottest and most trend-setting styles?

I draw inspiration from various sources – I am quite a tactile person, so I love to look to nature for inspiration, and I’m a real art-lover – my house is filled with artwork that I have collected over the years. I also love to reference past decades, particularly the 20’s, 60’s and 70’s, to draw inspiration – it can really be found anywhere!


Modeliste: What inspired your latest collection?

I have been inspired by luxurious fabrics and colours, it’s all about creating stylish and relaxed summer for a Sambag woman.

Fabrics like breezy silks and chic cotton embroideries in trendy summer colours are particularly inspiring for me.
sambag 5Irene Silk Playsuit $480

Modeliste: How do you constantly evolve the line?

By sourcing the latest and the best quality fabric each season. I also create true shapes that will suit most women. I also improve fine finishes seasons after seasons.


Modeliste: 3 must-haves this season.

The Tina ballet, always a staple piece.

The Alice dress, love this frappe detail.

The gorgeous Irene playsuit, with this incredible print.
sambag 3  Tina Zig Zag Woven Ballet $190

Modeliste: What trends are you looking forward to having in 2016?

The culotte pants. I love this look with a fitted jacket.


Modeliste: What would you say is one of the most defining and playful fashion pieces for women?

The playsuit. This is so confortable. You can wear it day to night, just need to change the accessories and the shoes!


Modeliste: Are there any rules to fashion you live by?

The quality is my top priority.


Modeliste: Style Icon?

I absolutely love Sarah Jessica Parker and Kate Moss, these two women are a real style icon.


Modeliste: What do you love best about Australian fashion and emerging designers and labels from Down Under?

I feel that Australian fashion is much more down-to-earth and relaxed than what comes out of other cities…Being so close to the beach and living a laidback lifestyle means that Australian women want to wear casual pieces that make them look fabulous.


Modeliste: Best advice you’ve ever received?

From my mom: Always wear good shoes.


Modeliste: Greatest success or achievement with the brand?

Being in the business for 20 years in 2015 is a huge achievement.


Modeliste: Celebrity sightings/ fans of the line?

Nicole Kidman, Naomi Watts and Elle Macpherson wear our pieces, which is an achievement in itself!


Modeliste: What’s next for Sambag? New launches?

Our new online boutique is going from strength to strength. We have implemented a great base for all the future activities we wish to expand upon, from click and collect to gift voucher usability. We want to create a site that is not only cutting-edge, but also extremely usable for our valued customers. Stay tuned for more exciting things to come!



Alaia Cotton Lace Dress $400

Modeliste: If Sambag had a Theme Song what would it be?

A sky full of stars, Coldplay.


Why you love Modeliste Magazine.

It’s an inspirational magazine for me. There are always beautiful and strong women, and beautiful products of course!


Connect with us – Facebook: Sambag / Instagram: sambagsydney

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