Going from an Instagram-only capsule to being stocked in Barneys New York in under three years is an impressive trajectory, and Australian label Sir has pulled it off. Friends Nikki Campbell and Sophie Coote launched the label in Sydney’s Bondi in 2014. It began as a way to fill a hole in the designers’ summer wardrobes – locally designed, ready-to-wear separates in natural materials that could be thrown over bathers and reversed as evening wear. From there it has evolved. And fast.
“We started off doing an online capsule that was really tight – just pieces that we thought were really wardrobe essentials,” says Campbell of the label’s natural-linen staples. “We had an amazing reception to that and introduced an online store two months after. We gained quite a quick following on social media, which led to wholesalers, and it snowballed from there.” Sir’s Kobi off-the-shoulder linen top, with its tie sleeves, for example, was a summer sell out, and could be spotted in beachside snaps all over social media.
Poised to drop its spring-summer 2018 collection on August 1, Sir is now a fully fledged label. Campbell describes the new collection as a “contemporary take on the Victorian era”. After stumbling across a single scarf at a vintage store in Italy’s Lake Como, the idea behind the collection was born.
“[We specialise in] minimal yet classic pieces, juxtaposed by feminine and silhouetted shapes. We work with a lot of natural fabrication [and] a lot of detailing, ruffles, trims and embroidery juxtaposed against those cool, sharp lines. It’s super wearable. It suits your everyday girl who wants to dress for the feminine but also dress for the masculine,” says Campbell.
Delivering on what Sir promises – clean, sharp lines with a feminine flair – this range features long-line blazers, cleanly tailored pants and ’70s power suits. It’s also the first time Sir has launched intimates alongside ready-to-wear styles.
It introduces ruffles, layered-silk intimates, embroidered and patterned pieces, and lots of high collars. “We work with a lot of lightweight cotton in the various patterns and transparencies to layer that back as well.”
“We’ve done a lot of layering with the silk pieces for our first intimates collection, so they’re really minimal,” says Coote. “The minimalist aesthetic carries through and the pieces can be styled with everything.”
The girls are poised to launch across five floors at Barneys in New York in the coming weeks, then will turn their focus to opening a Bali flagship later this month.
Sir’s spring-summer 2018 will be available on August 1 this year. In addition to its website and regular Australian stockists, the collection will be available at Barneys New York.