Sir The Label

SIR the Label: relaxed Australian dressing, explained

The collections move between beach and city. A bias cut silk gown for a black tie dinner, a linen set for a long lunch, a printed bikini with a matching shirt and an oversized blazer for the office all come from the same house, and they are designed to be worn together.

The house at a glance

• Founded: 2014, by Nikki Campbell and Sophie Coote
• Name: SIR. stands for Separates, Intimates, Ready-to-wear
• Stores: a flagship in Bondi, Sydney, plus stores in Sydney, Paddington, Melbourne, Brisbane and Perth
• Known for: the Aries bias silk and lace dresses, prints engineered to each garment, printed swimwear and soft tailoring
• At Coveti: 407 styles in stock, from $210 to $2,160

What to shop

• Dresses and gowns: the biggest part of the edit, from bias silk slips to long silk gowns such as the Isla Cowl Back Gown and the Flure Gown. The Aries styles are the ones to know. See our SIR dresses guide and the SIR Aries collection.
• Tailoring: the Dylan, Mathias, Belle, Viona and Astrine suits, with matching blazers, trousers, skirts and mini shorts. See SIR tailoring.
• Knitwear: merino Ayana knits, mohair Marius sweaters, alpaca and silk cardigans.
• Swim and beachwear: string bikinis, halters, balconettes, one pieces and sarongs in the same prints as the clothes. See SIR swimwear.
• Accessories: cowhide leather belts, Italian acetate sunglasses, earrings, cuffs, bags and caps. See SIR accessories.

Fabrics across the edit include silk, linen, cotton, merino, mohair, alpaca and leather. Each product page lists the exact composition and care.

Editor’s guide: wearing SIR.

Start with a silk dress in a dark colour, because it works across the most occasions: Bitter Chocolate is the house shade. Layer a soft blazer such as the Dylan over it in the evening and a merino knit over it in the day. For holidays, buy one print and wear it three ways: the bikini on the beach, the shirt and trousers at lunch, the slip dress at dinner. For a wedding, choose a silk gown and keep everything else quiet.

Sizing

SIR. cuts in its own sizes, 0 to 4, and adds a petite 0P. Coveti shows UK sizes on every product page. The brand’s own chart converts them like this:

Size 0P is made for frames under about 160 cm. The body measurements are close to a size 0, but garments are around 7 cm shorter from the waist down and sleeves around 5 cm shorter. The full guide, with body measurements and the styles that run generous, is in our SIR the Label size guide.

SIR the Label guides

• Who is SIR the Label?
• SIR the Label size guide
• The SIR Aries dress, explained
• SIR the Label dresses
• SIR wedding guest dresses
• SIR the Label swimwear
• SIR the Label tailoring
• SIR the Label accessories
• SIR Resort 2027
• SIR Fall 2026
• Is SIR the Label good quality?
• Brands like SIR the Label
• SIR the Label pants: every style and fit note
• Satin pants: how to choose a pair
• Black satin pants, day to night
• How to style satin pants
• Drawstring pants
• Balconette bikinis
• How to wash silk

Similar labels at Coveti

If you like SIR., look at the other Australian houses we stock: Posse for linen sets, Christopher Esber for sculptural dresses, Zimmermann for romantic prints, Aje for occasion dresses and Shona Joy for minimal eveningwear. Our guide to brands like SIR the Label compares them.

Frequently asked questions

Where is Sir The Label from?

SIR. is an Australian label with a flagship store in Bondi, Sydney. Nikki Campbell and Sophie Coote founded it in 2014.

What does the name Sir The Label stand for?

SIR. stands for Separates, Intimates, Ready-to-wear, the three groups the collection is built around.

How does Sir The Label sizing work?

SIR. uses its own sizes, 0 to 4, plus a petite 0P. SIR. size 1 is a UK 8, AU 8 and US 4. Coveti lists every piece in UK sizes, and the table above gives the full conversion.

What is Sir The Label size 0P?

0P is the petite size for frames under about 160 cm. It is cut close to a size 0 in the body but shorter in length, by around 7 cm below the waist and 5 cm in the sleeve.

What is the Sir The Label Aries dress?

The Aries is SIR.’s best known dress family: bias cut 100% silk with lace at the bust and hem, made as a slip mini, cut out gown, one shoulder dress, long sleeve gown and halter gown.

Does Coveti ship Sir The Label to the US?

Yes. Coveti ships SIR. worldwide with express delivery, prices are shown in US dollars and returns are accepted within 14 days.