Sir The Label: Amanda Murphey for SIR. Eyewear

Jan 2025

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.

Editorial, Vertical, Clean

Black Seamless

Advertising Campaign