Model wearing a dark leather coat and maroon bodysuit leaning against a textured stone wall

Model wearing long brown coat and turquoise shoes standing in front of teal construction barrier

Model Prinnie Stott wearing a sheer powder blue maxi dress and dark slouchy boots standing beside a street bollard.

Model Prinnie Stott wearing a black cutout shirt and a patterned gold midi skirt standing in front of a white truck.

Model wearing a long red dress holding a purple plastic bag while standing between two motorcycles on an urban street.

Model Prinnie Stott in a cream sleeveless top seen framed inside the reflective glass of a car window.

Model Prinnie Stott sitting on an urban street curb wearing a black sleeveless top and slouchy boots in front of a large red truck.

Model Prinnie Stott crouching on a city pavement wearing a red halter top and black skirt as a blurred white car passes by.

Model Prinnie Stott wearing a burgundy bodysuit, dark jacket, and thigh-high boots leaning against a handrail before a stone wall.

Model standing on a city street in a black jacket and beige skirt next to a cyclist riding past a white truck

Model Prinnie Stott walking along a city sidewalk wearing an oversized light jacket and color-blocked wide-leg trousers.

Model wearing a black blazer and olive skirt leaning against a bollard with a white truck in the background.

Model lying on pavement with a blurred white vehicle passing in the background for Sir The Label PF 25

Prinnie Stott wearing a long red dress and black heels standing next to parked motorcycles on a city street.

Model Prinnie Stott poses on a city sidewalk wearing a sleeveless cream top, midi skirt, and black boots next to a yellow van.

Model in blue backless dress and dark boots crouching against a textured concrete wall with glass sidewalk blocks.

Model in a blue sheer dress and dark tall boots crouching against a textured wall for Sir The Label PF 25

Model Prinnie Stott in a black cutout shirt and patterned skirt standing on a stone step by a white truck for Sir The Label.

Sir The Label PF 25 2025

About

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.