Sir The Label
Featured Sir The Label projects
This week's top Sir The Label projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Sir The Label · PF 25
The Sir The Label PF 25 campaign captures a raw, documentary-style approach to fashion editorial photography. Set against an urban backdrop of industrial trucks, stone facades, and city sidewalks, the collection juxtaposes structured tailoring with fluid, sheer fabrics and voluminous silhouettes. Photographer Letty Schmiterlow uses soft, diffused natural light throughout the series to ground the high-fashion styling within the gritty, everyday environment of the street. The editorial features model Prinnie Stott, with fashion styling by Vanessa Coyle, hair by Moe Mukai, and makeup by Lynski, emphasizing a moody and clean aesthetic that leans into textured details.
Project Sir The Label · Amanda Murphey for SIR. Eyewear
Sir The Label presents a sharp fashion campaign for their latest eyewear collection, anchored by model Amanda Murphey. The series leans into a high-contrast editorial aesthetic, utilising direct flash and saturated backdrops to elevate the minimalist accessories. The visual language balances clean, studio-lit portraits with experimental, artistic collage techniques that layer photographic cut-outs against monochromatic backgrounds. Photographer Simon Eeles leads the visual execution, working under the creative direction of Nikki Campbell and Sophie Coote. The production is rounded out by fashion styling from Karla Clarke, with hair styling by Joel Forman and makeup artistry by Jasmine Abdallaoui, collectively emphasising the collection's bold graphic quality.
Sir The Label · Spring Summer
The Spring Summer campaign for Sir The Label leans into a pastoral, sun-drenched aesthetic, capturing the collection across a series of rugged, rural landscapes. Photographed by Sylvè Colless, the editorial series channels a timeless, earthy mood through the use of natural light and golden hour illumination. Featuring talent Charlie Newman, the imagery highlights intricate fabric details such as eyelet lace, textured knits, and delicate botanical prints. The styling by Freddie Fredericks pairs structured apparel with rustic accessories, while make-up by Joanna Luhrs maintains a clean, minimalist look throughout the sessions.
Project Sir The Label · Spring
Sir The Label presents Spring, an editorial campaign captured by photographer Justin Woo. The project showcases the brand's latest collection against a backdrop of coastal architecture, lush hillside gardens, and Mediterranean-inspired stone balustrades. The imagery leans into a soft, romantic aesthetic, utilising natural light and a film-inspired aesthetic to highlight delicate textures such as tiered lace, ruffled linen, and ornate floral patterns. The series balances candid, movement-driven lifestyle portraits with clean, structured editorial framing, set against the backdrop of rugged shorelines and manicured landscapes.
Project Sir The Label · Resort Collection
The Resort Collection for Sir The Label features a series of fashion editorial portraits set against sun-drenched arid landscapes and coastal terrain. Photographed by Justin Woo, the imagery employs a warm, natural light aesthetic to highlight the brand's latest apparel, ranging from lightweight slip dresses to structured jumpsuits and refined separates. The project captures a candid, relaxed mood through the work of talent Marloes Horst. By utilizing analogue film techniques and an earthy color palette, the campaign leans into organic textures and raw, outdoor environments that define the resort wear aesthetic. The editorial work focuses on clean compositions and sharp daylight shadows, emphasizing the effortless nature of the collection.
Project Sir The Label · Fall
The Fall campaign for Sir The Label channels a rustic, sun-drenched aesthetic through a series of fashion editorials set against arid paddocks and natural orchard landscapes. The collection leans into an earthy palette, with photography from Sylve Colless and Justin Woo emphasizing tactile details in lace, cable-knit, and ruffled textures. Featuring talent Charlie Newman, the imagery captures a candid, effortless mood, frequently utilizing golden hour light and analogue film techniques to frame the garments within a raw, rural environment. The styling by Freddie Fredericks, paired with hair and makeup by Joanna Luhrs, underscores the clean, naturalistic approach defined by the interplay between the intricate fabric patterns and the weathered textures of the terrain.
Project Sir The Label · Holiday
Sir The Label’s 'Holiday' project serves as a serene fashion editorial, capturing a relaxed resort-wear aesthetic against raw, coastal landscapes. Through a series of outdoor portraits, the work highlights the tactile, lightweight textures of linen and smocked apparel, placing the garments in a natural, breezy context. Photographed by Byrdie Mack, the project leans into an analogue film quality and soft natural light to evoke a candid, sun-kissed atmosphere. Talent Maya Stepper moves through shorelines and mountain-framed beaches, with the visual language alternating between bright, warm tones and moody monochrome compositions.
Project Sir The Label · Fall/Winter
Sir The Label presents its Fall/Winter collection through an expansive editorial campaign shot in arid, desert-like terrain. The imagery leans into a rugged, rustic aesthetic, utilising natural light and golden hour illumination to emphasise the contrast between the collection's white textured fabrics and the deep, earthy tones of the landscape. Photographed by Jennifer Stenglein, the series features talent Georgia Fowler across a variety of outdoor environments. The work incorporates elements of analogue film and clean compositions, capturing a desert-inspired mood with styling by Justin Woo, who also contributed creative direction. Jasmine Abdallaoui provided make-up artistry to complement the warm, sun-drenched atmosphere of the project.
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