Inspired by their latest collection, La Pause; we chatted with SIR. founders Nikki Campbell & Sophie Coote about what motivates, inspires & challenges them.
How did SIR. begin?
We founded SIR. in 2014 after a conversation which left us with a desire to create pieces we couldn’t find in our own wardrobes – elevated, minimal pieces in natural fabrications that you can easily travel with. We launched on social media to 10k followers and the rest is history.
What inspires your collections & brand foundation most?
We are constantly inspired by our travels. Exploring galleries, vintage stores and observing the architecture and street style around the world and at home.
Who inspires you most?
Our SIR. muses, past and present, play an integral role in inspiring us daily.
Most rewarding & challenging part of running a fashion brand?
Working with our incredible team to make our vision a reality. From our initial mood boards, to seeing SIR. on women all over the world.
As a business we are constantly evaluating ways of working, evolving practices and adapting to new technology to ensure we are upholding our values. This comes with challenges, but is worth it in the end.
Favourite SIR. campaign shoot you have done?
They have all been special in their own way and have allowed us to travel to some iconic places around the world to capture the essence SIR. in ways we can visually communicate to our SIR. women.
What are your favourite SIR. pieces right now?
The Guellime tailored set – a three piece suit in the most beautiful plum colour with a discrete pinstripe detail, and the Jacques Mesh pieces which are also on high rotation – our new go-to basics which elevate any outfit with ease.
Thank you Sophie & Nikki!
Explore the collection through our Mosman boutique & online store:
https://www.foxanddove.com.au/collections/sir-the-label