SIR.

Classic Favorite

Trendiness score

46 of 100

Popularity score

69 of 100

Australia

https://us.sirthelabel.com

Style keywords

Minimalist

Effortless

Contemporary

Feminine

Timeless

About the brand

SIR, an acronym for Separates, Intimates, and Ready-to-wear, is an Australian contemporary fashion house founded by Nikki Campbell and Sophie Coote in 2014. The duo identified a gap in the fashion market for timeless basics that could travel effortlessly from destination to destination while living in Bali, though the brand originated from their apartment in Bondi Beach. What began as a desire to create minimal, elevated pieces that could be easily packed in a suitcase has evolved into an internationally acclaimed brand. SIR has garnered international acclaim for its singular aesthetic centered on wardrobe essentials and minimalist silhouettes. With a focus on high-quality, ethically sourced fabrications, the brand creates easy-to-wear wardrobe staples that embody modern femininity with effortless elegance. The collections balance sophistication with wearability, appealing to women who appreciate understated chic and versatile pieces that transition seamlessly from casual to elevated occasions.

Australia

https://us.sirthelabel.com

Instagram

601k followersOpen in app

What people are saying

RUSSH

Much-loved Australian brand SIR. draws on the natural realm to imbue its collections with authenticity and energy. Find a mix of vintage-inspired prints, along with silks, myriad dresses that can stretch from day to evening, classic silhouettes and the perfect piece for any party.

Sep, 2025

25 of our favourite Australian and New Zealand underwear and lingerie brands

Sir the Label creates effortlessly chic intimates alongside its ready-to-wear collection, emphasising clean lines and neutral colours. If you're after luxury basics, Sir the Label is your destination.

Aug, 2025

SIR Clothing Brand Review: Easygoing Australian Style

Many customers praise SIR for its attention to detail and the craftsmanship evident in each piece, which often translates into enduring wearability. Additionally, the brand's versatility makes it suitable for a variety of occasions, from casual outings to more formal events.

Jul, 2025

Inside Retail

Sir the Label excels in premium elegance and flow, with a clean, single-page layout and thoughtful UX touches like clickable product reviews from the cart, minimal distractions, and a beautiful gift wrapping option that enhances the boutique feel.

Apr, 2025

How to master corporate style on the Gold Coast

Although matching sets may seem quite on trend at the moment, (and that's not what a capsule wardrobe is about), the value-per-wear and versatility of a set is enormous. Wear each piece as a separate or as a pair, dress with heels or with flats, top buttoned up or open with a tank underneath; a matching set from Sir The Label covers all bases.

Mar, 2025

Harper's Bazaar

From backless dresses (which you will likely have seen all over Instagram) to linen two-pieces, it is a great label to turn to during the warmer months. We go there for: Great summer dresses.

Feb, 2025

Their quality is phenomenal. Have a few of their pieces and they just last!

Jan, 2025

SIR the label linen dresses still hit for me.

Jan, 2025

RUSSH

Much-loved Australian brand SIR. draws on the natural realm to imbue its collections with authenticity and energy. Find a mix of vintage-inspired prints, along with silks, myriad dresses that can stretch from day to evening, classic silhouettes and the perfect piece for any party.

Sep, 2025

25 of our favourite Australian and New Zealand underwear and lingerie brands

Sir the Label creates effortlessly chic intimates alongside its ready-to-wear collection, emphasising clean lines and neutral colours. If you're after luxury basics, Sir the Label is your destination.

Aug, 2025

SIR Clothing Brand Review: Easygoing Australian Style

Many customers praise SIR for its attention to detail and the craftsmanship evident in each piece, which often translates into enduring wearability. Additionally, the brand's versatility makes it suitable for a variety of occasions, from casual outings to more formal events.

Jul, 2025

Inside Retail

Sir the Label excels in premium elegance and flow, with a clean, single-page layout and thoughtful UX touches like clickable product reviews from the cart, minimal distractions, and a beautiful gift wrapping option that enhances the boutique feel.

Apr, 2025

How to master corporate style on the Gold Coast

Although matching sets may seem quite on trend at the moment, (and that's not what a capsule wardrobe is about), the value-per-wear and versatility of a set is enormous. Wear each piece as a separate or as a pair, dress with heels or with flats, top buttoned up or open with a tank underneath; a matching set from Sir The Label covers all bases.

Mar, 2025

Harper's Bazaar

From backless dresses (which you will likely have seen all over Instagram) to linen two-pieces, it is a great label to turn to during the warmer months. We go there for: Great summer dresses.

Feb, 2025

Their quality is phenomenal. Have a few of their pieces and they just last!

Jan, 2025

SIR the label linen dresses still hit for me.

Jan, 2025