APSARA was launched in 2003 by Samantha Graham-Bell and Niko von Huetz in response to an increased demand for stylish year-round holiday capsule collections.

APSARA has since become known for its signature blend of sass and sophistication with an ultra feminine line that reflects the perfect vacation vibe – easy and effortless glamour! The collection originally offered sleek silhouettes with distinctive beach cover-up chic and in S/S 2007 a complementary swimwear line was introduced for which vogue.com gave the following review:
‘sex appeal is inherent in the sleek, metallic lames and exquisite murano glass medallions that define Apsara’s deluxe beachwear label-of-the-moment’.

APSARA’s debut was at Browns in London and currently the label has an established network of 60 exclusive wholesale partners across the world including multi brand boutiques and department stores such as Harrods, Harvey Nichols Dubai, Beymen, Montaigne Market; specialist and multi-door accounts Wild Orchid Russia, Scoop, Heidi Klein; and luxury resorts such as One&Only, Aman Group and Rosewood Resorts; and, finally, a strong online presence with luxury online boutique Net-A-Porter.com. APSARA entered the US market for Spring/Summer 2007 and in its fourth year now enjoys visibility in many of the world’s top locations.