BTS – Street wear done right.

We took to the streets of Sydney this month to shoot our latest arrivals. Inspired by the Sambag “woman on the go” company ethos, this collection in a combination of functional yet chic dressing. Pieces you can confidently wear from day to night, comfy yet oh-so stylish. 

A navy, teal, berry, grey & khaki colour palette was integral to this collection, as it’s the perfect colour scheme to inject into your winter wardrobe. 

The styles introduced this month are edgy; we’ve toughened up the winter dressing vibe with cool leather leggings & studded sneakers, though still endeavoured to keep things classic by adding a feminine slip dress and soft ladylike ballets. 

The beautiful Isabel Simundic @izismundic made the collection come to life. Styled by Owner & Creative Director Sam Wagner. 

Check out all behind the scenes imagery below. 

Models wears: Eden sweater $330, Samantha leather wrap skirt $450 & Jada lizard metallic leather sneaker $150. 
Model wears: Phillipa slip dress $160 & Arabella wedge $190.
Model wears: Phillipa slip dress $160 & Tina wool ballet $190.
Model wears: Eden sweater $330, Molly leather pant $700 & Tina stingray print ballet $190
Model wears: Paris hoodie $300, Abbie track pant $320 & Jada leather & colour stripe sneaker $150
Model wears: Sky jacket, Molly leather pant $700 & Lola loafers $190

A Chat with Brooke Lockett.

A ballerina in the Australian ballet, this season Brooke Lockett sat down with us to discuss fashion at every age and life as “ballerina of the moment” .

Brooke Lockett wears the Jamie leather biker jacket $580, Phillipa slip dress $160 & Tina cheetah print pony ballet $190.


I find it everywhere! We live in a world today with visual stimulation at our fingertips. But some of my favourite inspiration comes from fashion history. Dior, Chanel, Yves Saint Laurent, Audrey Hepburn… the classics. I’m very feminine and have huge respect for anyone that can make a woman feel confident and beautiful through their designs. As Vera Wang says, “I want people to see the dress but focus on the woman.” I love that. We mustn’t forget that we are more than any outfit. 


I was three years old and my Mum sent me after dancing herself. I still remember the day — it was love at first sight! I loved the discipline and the beauty of it, and something within me felt drawn to it. Ballet has been a constant in my life since that moment. It was my first great love and passion.

Brooke Lockett wears the Jamie leather biker jacket $580.


Every day varies, but a typical day starts with Pilates and stretching before a company ballet class. Dancers all over the world start their day here. You never stop training and perfecting your technique.

Then I usually spend the day in the studio rehearsing for our upcoming productions. We do almost 200 shows a year. If I have a show in the evening I work up until 3pm and then head into the theatre at 5pm. If not performing, I can be working until 6:30pm. 11 years on with The Australian Ballet and I still can’t believe it’s my job… it’s more of a lifestyle, really. You get this one little window of opportunity in your life to live out your childhood dream. Ballet has given me the most unbelievable life but has also caused me so much heartache with career ups and downs. I’m the woman I am because of it. Even beyond my dancing career I will forever call myself an artist. That’s something powerful that stays with you for life.


A great pair of jeans, a leather jacket and a gorgeous little black dress. Ballet flats and a killer heel. Soft florals and lace are also favourites. Fashion is your armour and it reflects who you are. But what girl doesn’t have a huge wardrobe and look at it every morning and think, “I have nothing to wear”? As I get older, I’m more about quality statement pieces. 


Keep it classic. Take fashion risks but stay true to your personal style. I’m still in love with blush pink and navy, even if it’s last season. 

Brooke Lockett wears the Jamie leather biker jacket & Phillipa slip dress $160.


Well if you asked me a year ago I would have said heels, but getting a little older my feet just don’t recover like they used to so I tend to be in flats a lot more often. But I love the look and feel of a woman in stunning heels.


She’s got her own thing going on. She works hard, is ambitious but relaxed and comfortable in her own skin. She knows how to make a statement when she walks into a room. 


Obviously, being a ballerina I’m a big fan of the classic “ballet flat”. I love the earthy colours and leathers this season. The quality and craftsmanship is beautiful — I like something to feel beautiful, not just look beautiful. 

Brooke Lockett wears Jamie leather biker jacket $580, Phillipa slip dress $160 & the Tina cheetah print pony ballet $190.


Sambag is classic and elegant, so you just can’t go wrong — and when you add a fun print or vibrant colour, I feel you reach an abundance of age groups. Fashion can be so crazy and over the top at times, but a true Australian woman needs that little bit of flare and fabulousness that Sambag provides, along with it’s classic staples. 


My style varies. I can be running around in jeans, a T-shirt and flats, and then in a stunning gown for an opening night or an event. I love that diversity. I dress according to my mood. I live by the 70/30 rule. 70% pretty, 30% rock or vice versa. You can change up a look completely by adding one off-beat accessory. I know as soon as I put an outfit on if I feel good in it. When it comes to style, confidence is everything,


Fashion is art, craftsmanship and a personal statement.

Sam Wagner & Brooke Lockett. Brooke wears the Isobell shrug $280, Phillipa slip dress $160 & Tina cheetah print pony ballet $190. Sam wears the Jada fringed satin sneaker $75.

Shire Women & Miranda Westfield Business Women’s lunch with Sam Wagner & Melissa Hoyer.

Last week Sam sat down with Melissa Hoyer, Miranda Westfield & the lovely Shire Business Woman to discuss her achievements & success in the industry, how to survive 20+ years in the business, Sam’s inspirations, favourite pieces from her new collection & so much more.

Check out her Interview below:  


Melissa Hoyer: Congrats on reaching the 20 year milestone! Can you tell us about Sambag’s beginnings? Where did the inspiration to create Sambag originate from?

Sam: It all started with a trip to New York 20 years ago. The art scene, New York street fashion, architecture and Central Park is where I drew my inspiration from.

 From then, I decided to create a small range of bags that I sold at Sydney’s Paddington Markets. I very quickly developed a strong and loyal customer base, which gave me the confidence to complement the brand by extending it to shoes and later apparel.

Melissa: Everyone knows Sambag is famous for their fabulous ballet flats. In 2017, why should we still choose ballet flats?

Sam: They are a classic shape which will never date. They are the type of flat which can be easily worn with your favourite pair of jeans or even with corporate outfits. Ballets can be worn by ladies of all ages; a versatile, classic & trans-seasonal staple, I feel that every woman needs to invest in.  

Tina stingray in silver – $190 

 Melissa: 20 years of not only surviving, but thriving, in the fashion industry is an amazing accomplishment. Do you have any advice you can pass onto anyone thinking of starting their own business, fashion or otherwise?

Sam: Never give up, always try to learn from your mistakes; positivity is definitely key to staying motivated. One piece of advice, which I have found to be extremely important, is to ensure you hire strong staff. Staff can really impact your business and its success. 

 Melissa: Can you pin point your proudest moment, over the course of 20 years?

Sam: Opening my first store in Woollahra was a huge accomplishment and one of my proudest moments. Of course, my 20 year anniversary also makes the list, as the industry today is so competitive it is a huge achievement for a small boutique business to reach the 20 year milestone. 

 Melissa: What is the biggest challenge you had to face throughout your 20 years in the business?  

Sam: The impact of international labels moving into the Australian market has definitely been a challenge for small retailers, as well as continually trying to stay relevant & fashion forward in this competitive industry. 

Melissa: How has the label evolved over the years? 

Sam: I started with bags & ballets and then eventually launched into apparel, as I wanted to provide my customer with a complete outfit rather than just accessories.  This year I have decided to take things even further and launch my first ever diffusion line, India Grace by Sambag. India Grace is a collaboration between myself and my daughter, India Grace Wagner. We’re both shoe-a-holics and together, we have designed sandals to suit the younger Sambag woman. India selected fabrications, styles, prints & textures.  The partnership helped me determine what the younger customer is truly looking for & I loved spending quality time with my daughter. 

Melissa: What are, in your opinion as a successful business-woman, the most important aspects of running a successful business?

Sam: Like I previously mentioned, a strong team is extremely important and can really contribute to the success of your business. High quality products and exceptional customer service are two other aspects which will also lead you down the path to success. 

Melissa: What are some decisions you’d now re-think, in retrospect?

Sam: I think I would take my time with certain decisions. At one point I was opening quite a lot of stores, which weren’t the best decision for the brand. I decided I wanted to ensure my brand was a boutique based business and not a chain store, hence the closure of a few stores over the past few years. 

Melissa: What makes Sambag so unique? 

Sam: We are the goto for classic ballets flat, always have & always will be. It is what Sambag is known for. 

Melissa: Tell us about the AW17 campaign? What is the theme for this season? 

Sam: This season theme is “Sambag style at every age”,  as I wanted to express how diverse the brand has become. I love the idea of mothers and daughters shopping together, such a beautiful experience in-store. 

 Melissa: Do you have a favourite piece from the new collection?

Sam: My favourite piece would have to be the Megan leather pant! They are super comfy and so warm, they look fantastic with heels or flats. Definitely an investment for this winter season. 

Melissa: Tell us about the Sambag women of the season? Why did you feel they best suited the brand & the message you are trying to pass on? 

Sam: All the women are so different, yet they all maintain a classic and elegant presence everything which Sambag stands for. 

Melissa: Last bit of advice? 

Sam: Don’t be afraid to take risks, not all of them will be a good choice, though you will definitely learn from the experience which I feel is very valuable. 

Beautiful Beck Stevens attended the event wearing the Gabrielle sweater & Marita Boot.



Chic ways to incorporate sneakers into every aspect of your wardrobe.

There’s no denying that classic sneakers are a must in every woman’s closet. With our new oh-so-comfortable Jada collection, Sambag has a sneaker to suit your every mood.

Sneakers are a trend that has made a bold resurgence and are ready to stay for the long haul. But who can blame the fashionably weary, for ditching sky-high heels and opting for a pair of chic sneaks? The shoe gods really delivered when it comes to Jada. Exploding into popularity last season, Jada possesses that little bit of magic which perfectly blends comfort, style and sport.

Remember, rubber soles no longer equates to workout gear. You can pair the Jada’s with anything from tough leather pants to ladylike pencil skirts; and yes, you can definitely wear sneakers to the office. We use our Jada’s to elevate our outfit, to add a touch of street-style cool to an otherwise ordinary ensemble.

We’ve broken down the styles everyone from our favourite celebrities to street-style stars can’t stop wearing, so you can get the look too.

Match this look: Margot Robbie in January 2017, (Source, Daily Mail)

 Pretty silk dress with casual sneakers.

Match this look: (unknown source)

Vintage jeans, casual tee, classic tote & a low key sneaker.

Match this look: Charlize Theron. (Source, Pacific Coast News)

Fitted classic jeans, light weight tee & a white leather sneaker.

Screen Shot 2017-05-29 at 12.35.37 pm

Match this look: Kate Moss. (unknown source)

Blazer and matching suit pants, casual printed tee, simple clutch & sneaker.

Screen Shot 2017-05-29 at 12.35.09 pm

Match this look: Gigi Hadid – (unknown source) 

Casual tee & smart trouser, black coat, chic top handle bag with a basic sneaker.

Shop Jada!

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Behind the scenes with OK Magazine…featuring Becky Davies, Daisy Davies & Sambag.

We went behind the scenes with Ok magazine to shoot their exclusive piece with Becky & Daisy Davies, Sambag’s “it” girl for the season.

Daisy & Becky discussed life in the spot light, Daisy’s big move to the US, concerns, inspirations, Sambag and so much more. Issue out now.

Becky & Daisy both rocked the new Sambag Autumn Winter ’17 collection with pieces now available & soon to hit stores.

Check out all BTS Shots.

Becky wears: Sky Jacket $360 & Jo leather legging  – Daisy wears: Eden sweater $330 & Samantha skirt $450.
Daisy wears: Eden sweater $330, Samantha skirt $450 & Kate boots $320.
Becky wears: Sky Jacket $360, Mel blouse $60, Jo leather legging & Justine heel $100 – Daisy wears: Eden sweater $330, Samantha skirt $450 & Kate boots $320.
Daisy wears: May cardi $300, Bobby blouse, Megan leather pants $500 & Kate boot $320 – Becky wears: Lana dress $165 & Aileen boot $250.
Daisy wears: May cardi $300, Bobby blouse & Megan leather pants $500.
Daisy wears: May cardi $300, Bobby blouse & Megan leather pants $500.
Daisy wears: Bobby blouse & Megan leather pants $500 – Becky wears: Lana dress $165 & Aileen boot $250. 
Daisy wears: Adelaide dress $400, Sambag scarf & Di boots $390.

Celebrating Mum! A chat with Sam Wagner.

With Mother’s day just around the corner, we sat down with Sam Wagner to discuss life as a full-time working Mum, motherly advice, what she loves most about Motherhood & her favourite gifts for this Mother’s day. 

Sam Wagner with her daughter’s Alexandra Wagner & India Grace Wagner.

What’s the best piece of advice you have been given as a Mum? 

Do what feels natural to you, as there are no set rules you can live by. I provide my children with lots of love, guidance and support, which has built a strong relationship between us. 

How do you find the right balance between working full time and being a Mother of two beautiful daughters? 

It is definitely a challenge at times, though we seem to make it work. Both my daughters are now at boarding school in Melbourne, I don’t see them much during the school term so it’s extra special when we connect a few times a week. We’re often on the phone for hours!

What’s the best thing about being a Mum? 

Watching them grow into beautiful young ladies. 

What did you learn from your Mother, about being a Mum?

Always leave a bit of time for yourself. You need to take some “YOU” time, it’s an incredibly important part of being a good Mum. You need take care of yourself so can be a better Mum to your children. 

What’s your favourite activity to partake in with your girls? 

We love going out to dinner, it is a great opportunity to sit down, share a meal and catch up. I love hearing about what’s been happening at school, as I don’t see them every day. I really treasure the quality time together.

Whats your favourite look when spending time with family? 

Simplicity is key. My favourite look would have to be a classic pair of skinny AG jeans, a casual t-shirt worn with the Paris hoodie and a pair of Jada sneakers

What are your favourite Sambag gift ideas for this Mother’s day? 

I LOVE the new season bag collection! You just can’t go wrong with a gorgeous tote, over-night bag or pretty clutch.

 Every woman needs a new pair of boots to kick start the winter season and we have a style to suits every Mum’s taste. 

 As winter is now really starting to set in, a winter woolly could be the perfect gift for Mum this Mother’s day. 

 You can’t go wrong with a classic ballet. I live in ballets, it’s the perfect run around flat which is ideal for all occasions. 

A fabulous accessory is always a good idea for Mum.



All items now available in-store & online.



Behind the Scenes with Sambag.

Check out our behind the scenes shots from the Sambag Autumn Winter ’17 campaign featuring our Sambag ladies of the moment, Daisy Davies, Brooke Lockett, Alison Izzo & Melissa Hoyer.

Brooke Lockett wearing the Jamie biker jacket $580. 
Melissa Hoyer wearing the Selina blouse $220 & Wagner tux jacket $400. 

Meet the talented dream team, pro makeup artist for Bobbi Brown Alphie Sadsad, hair stylist Keiren Street, photographer Bec Parsons and stylist Meg Gray as they set the tone for the shoot.

Daisy Davies wearing the Gabrielle sweater $220 & Sarah J Curtis fedora hat $260. Makeup artist, Alphie Sadsad from Bobbi Brown. 
Daisy Davies wears the Tara round neck sweater $330 & Joan skirt $500. 
Daisy Davies wears the Tara round neck sweater $330 and Joan skirt $500. Hair stylist, Keiren Street. 
Daisy Davies wears the Tara round neck sweater $330 & Joan skirt $500. Stylist, Meg Gray & Make-up artist Alphie Sadsad from Bobbi brown. 
Model and Sambag woman of the moment, Daisy Davies & hair stylist Keiren Street. 

Daisy Davies wears the Dominique suede jacket $460 & Amber pleated skirt $350. Stylist Meg Grey. 

This season the campaign was shot on Sydney’s North Shore, in the beautiful suburb of Wahroonga. The residence was an exquisite, antique-styled home with a romantic and elegant ambience, the perfect setting for the Autumn/Winter collection.

Shoot location – Wahroonga residence. 
Shoot location – Wahroonga residence. 
Shoot location – Wahroonga residence. 

This Autumn/Winter season, Sambag delivers classic, versatile, investment pieces which will be treasured for Winters to come, taking you through the cooler months with ease and style.

Behind the scenes shot of the AW17 collection.