Sir The Label
PF 25
Jun 2025
The Sir The Label PF 25 campaign captures a gritty, urban atmosphere through a series of fashion editorial images set against city streetscapes. Photographer Letty Schmiterlow utilizes natural light to ground the collection’s structured tailoring and fluid silhouettes against industrial backdrops, from freight trucks and metal bollards to neoclassical stone facades. The visual narrative leans into a raw, documentary-style aesthetic, often incorporating motion blur and candid environmental elements to create a contemporary, layered composition. Stylist Vanessa Coyle punctuates the earth-toned wardrobe with vibrant color injections—such as turquoise pumps and red dresses—while hair stylist Moe Mukai and makeup artist Lynski bring a cohesive polish to the series, defined by voluminous textured curls and natural, understated beauty finishes. Model Prinnie Stott fronts the editorial, navigating the juxtaposition of minimalist architectural lines and the daily movement of the city.
Editorial, Vertical
Natural light
Designer Fashion
Street
Lookbook
