Australian Fashion Label Favored by Celebrities Offers Solutions for Your Summer Style Woes, Now Available on Net-A-Porter
SIR The Label: Modern Australian Fashion Brand Gains Global Recognition
Searches for the Australian fashion brand SIR The Label have surged by an impressive 283% in the past three months, signalling a growing interest in the brand's unique offerings. Founded in 2014 by friends Sophie Coote and Nikki Campbell, SIR The Label quickly made a name for itself by embodying modern Australian style with a focus on effortless, throw-on-and-go dresses, tailored separates, and refined swimwear.
The brand's design aesthetic blends masculine and feminine influences, featuring structured blazers alongside fluid floor-length linen dresses, cut-out silk dresses, vintage-inspired prints like baroque florals, and archival silhouettes reminiscent of the 1970s through the 1990s—such as wrap dresses, velvet minis, and halter neck styles. One of SIR's most recognisable pieces is the Aries Lace-Trimmed Cutout Silk Maxi Dress, known for its buttery silk fabric and sensual lace trim that appeal to the "underwear-as-outwear" trend.
SIR's swimwear line is refined yet practical, complementing the brand’s overall aesthetic of relaxed sophistication and ease. Separates, including tailored trousers and belts, further highlight the brand's balance of romanticism and utility-driven design. The label has achieved global popularity, favoured by celebrities such as Sofia Richie Grainge, and is seen as a global favourite for those seeking modern femininity combined with refined ease.
SIR serves customers in the size range approximately from Australian 6 to 14 (US 0–3), with pieces priced between about $120 and $600 AUD, making it a mid-range contemporary label. The brand's collection includes everyday essentials such as wide-leg jeans and chic belted dresses, as well as more formal options like a blue open-back semi-sheer frock. SIR's swimsuit collection features subtle bead detailing, while a 100% silk top offers a luxurious touch.
A particular favourite for summer is the white linen dress, a go-to frock for various occasions excluding weddings. SIR also offers a tie-front dress with a bold print and a crochet dress for those looking for something unique. The brand's linen midi skirt can be paired with a classic white shirt or simple tee, while the butter yellow linen midi is gaining traction.
Notable investors in SIR's blazers include Margot Robbie and Lili Reinhart, further solidifying the brand's reputation as a must-have in contemporary Australian fashion. Now available on Net-a-Porter, SIR The Label continues to make waves in the fashion industry with its timeless, versatile dresses, swimwear, and separates that combine vintage-inspired style with modern effortless wearability, enjoying strong popularity both domestically and internationally.
Celebrities like Sofia Richie Grainge have been spotted wearing SIR The Label, contributing to its global fame. The brand's unique fashion-and-beauty style, featuring pieces like the Aries Lace-Trimmed Cutout Silk Maxi Dress, appeals to those seeking modern femininity. SIR's collections, including everyday essentials and more formal options, are available for purchase on Net-a-Porter, making it accessible for both domestic and international shoppers. The brand's design aesthetic, blending masculine and feminine influences, is also popular among investors like Margot Robbie and Lili Reinhart.
