Sir The Label: PF 25
Brand
Date
Jun 2025
Description
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.
Style
Editorial, Vertical
Techniques
Natural light
Industries
Background
Street
Context
Lookbook
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