Sir The Label

Jan 2019

The Spring Summer campaign for Sir The Label draws on a pastoral, sun-drenched aesthetic, placing the collection within a series of rural and arid landscapes. Photographed by Sylvè Colless, the imagery explores the interplay between intricate fabric textures—ranging from delicate eyelet lace and smocked cotton to cable knit—and the raw, earthy environment of sun-bleached paddocks and rock formations. Featuring talent Charlie Newman, the campaign leans into a soft, organic visual language. The execution relies heavily on warm, natural light and golden hour illumination, with many compositions utilizing an analogue film aesthetic to emphasize the tactile quality of the garments. With creative direction from Justin Woo, the work is supported by fashion styling from Freddie Fredericks and makeup by Joanna Luhrs, grounding the editorial in a refined, earthy palette.

Editorial, Vertical, Warm

Natural light