Sir The Label

Jan 2025

SIR. Eyewear’s latest campaign features model Amanda Murphey in a striking series of portraits that lean into high-contrast editorial photography. The project, captured by photographer Simon Eeles, uses sharp flash and saturated backdrops to create a bold, graphic aesthetic that highlights the collection’s clean lines. Creative directors Nikki Campbell and Sophie Coote orchestrated the visual direction, pairing the eyewear with structured tailoring and glossy textures like vinyl and patent leather. The production incorporates an experimental edge through mixed-media collage techniques, layering cut-out imagery to emphasize the interplay between form and accessory. Rounding out the creative team, fashion stylist Karla Clarke, hair stylist Joel Forman, and make-up artist Jasmine Abdallaoui establish a precise, minimalist look across the campaign's diverse studio environments.

Editorial, Vertical, Clean

Eyewear

Black Seamless

Advertising Campaign