Just when you think you’re fully up to date with the latest fashion brands all the cool girls are wearing—even the small, summer-ready labels from the other side of the world—another one comes along and suddenly commands all your attention. Such is the life of a fashion editor. The newest name on our radar? SIR, also known as SIR The Label, the Australian brand that’s already attracted an impressive fan base including Margot Robbie, Lily Aldridge, Whitney Port and Gabrielle Union.
An acronym for “separates, intimates and ready-to-wear,” SIR offers an impressive collection of swimwear, suiting, and what it’s now best known for: beautifully cut dresses.
Gabrielle Union, Lili Reinhart, Margot Robbie wearing SIR The Label
Although the brand may feel new to me, to many fashion fans and even to Net-a-Porter—marking an exciting business expansion—it actually launched back in 2014, founded by friends Nikki Campbell and Sophie Coote. And despite being a recent addition to Net-a-Porter, searches for SIR have surged by 283% in the past three months alone, proving it’s only gaining momentum. One glance at its chic silhouettes, timeless colour palettes and focus on natural fabrics explains why.
Now that SIR The Label is firmly in our fashion brand Rolodex, the only question left is: what to add to our wardrobes? Below, discover the chicest SIR dresses, separates and swimwear to shop now.
Shop SIR The Label
This chic belted dress is quite the statement-maker whether styled with a simple flip flop or evening-ready strappy sandal.
For those who prefer separates, this 100% silk top is sure to become a welcome addition to any wardrobe.
Crochet dresses are particularly popular when it comes to summer styling. Layer this one over a bikini for a laidback look or a simple slip for a more modest fit.
SIR The Label are no strangers to pared-back colour palettes but they also aren't afraid of a bold print. Here, their tie-front design has a more striking style.
SIR's swimwear collection is equal parts polished and practical. The subtle bead detailing on this swimsuit adds a great element of interest.
The butter yellow shade trend is still gaining great traction and this linen midi effortlessly leans into the look.
Whether worn with a classic white shirt or simple tee, this linen midi skirt is sure to liven up any wardrobe.
Both Margot Robbie and Lili Reinhart have invested in SIR's blazers and it's easy to see why.
For more formal occasions, perhaps this blue open-back semi-sheer frock will catch your eye?
Alongside the chic SIR dresses, you'll also find everyday essentials such as these wide-leg jeans.
Consider this white linen dress your go-to summer frock for every occasion—except other people's weddings, lest you match the bride.
