SIR the Label: Silk Dresses, Swimwear and Tailoring

Since 2014

Sir The Label

Australian dressing that runs from lace midi to panelled gown.

Sir The Label Cooper Halter Triangle Top

Sir The Label is a Sydney fashion house founded in 2014 by Nikki Campbell and Sophie Coote, known for relaxed dresses, coordinated sets, lace separates and swimwear. Coveti stocks 440+ Sir The Label styles. Edit updated 21 October 2026.

SIR the Label is an Australian fashion house founded in 2014 by Nikki Campbell and Sophie Coote. The name SIR. stands for Separates, Intimates, Ready-to-wear, and its look is easy to spot: relaxed elegance, minimal silhouettes and wardrobe staples cut with a modern eye. The label styles its name as SIR. with a full stop; Coveti lists it as Sir The Label. New this month is the Sorrento Bias Cut Pant, a bias cut silk satin pant with a drawstring waist. For how to wear it, read our guides to satin pants, black satin pants and every SIR the Label pant.

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Sir The LabelThe Classic Sunglasses in Tortoiseshell$600

Sir The LabelSignature Huggie Earring in Gold$340

Sir The LabelEmile Short Sleeve Shirt in SIR Stripe$580

Sir The LabelNoah Melton Coat in Cedar$1,270

Sir The LabelRousseau Bodysuit in Ecru$630

Sir The LabelAzura Mini Skirt in Ivory$490

Sir The LabelAstrine Tailored Pant in Coffee$830

Sir The LabelStrobe Cowl Top in Black$530

Sir The LabelAstrine Tailored Mini Dress in Coffee$1,120

Sir The LabelLior Fringe Bag in Black$430

Frequently asked questions

Is Coveti authentic?

Yes. We operate a closed 'Protocol Network'. Every item is sourced directly from verified boutiques and brand distributors. We offer a 100% Money Back Authenticity Guarantee.

Do I have to pay customs duties?

For USA Clients, Coveti covers the majority of duties. For other regions, shipments are generally Delivered Duty Unpaid (DDU).

How do I cancel a Private Client Sourcing request?

Requests made via our Private Client Concierge can be cancelled before the deposit is paid. Once a deposit is secured, the sourcing process is final and non-refundable.

How do I know my Coveti pieces are authentic?

Every piece is verified by our authentication team before it ships, with provenance documented where available.

Can a Coveti stylist help me choose?

Yes — our personal stylists offer complimentary one-to-one appointments, virtual or in person, across occasionwear, bridal and everyday luxury.

Do prices include duties and taxes?

Duties and taxes are calculated at checkout for your destination, so there are no surprises on delivery.

Can a Coveti stylist help me choose Clothing?

Yes — our personal stylists offer complimentary one-to-one appointments to help you select clothing, virtual or in person.

Can you source a sold-out Clothing piece or size?

Often, yes — through our Blind Network we can locate sold-out clothing styles and sizes, usually within 7–14 days.

Can a Coveti stylist help me choose Dresses?

Yes — our personal stylists offer complimentary one-to-one appointments to help you select dresses, virtual or in person.

Can you source a sold-out Dresses piece or size?

Often, yes — through our Blind Network we can locate sold-out dresses styles and sizes, usually within 7–14 days.

Can a Coveti stylist help me choose Tops?

Yes — our personal stylists offer complimentary one-to-one appointments to help you select tops, virtual or in person.

Can you source a sold-out Tops piece or size?

Often, yes — through our Blind Network we can locate sold-out tops styles and sizes, usually within 7–14 days.

Can a Coveti stylist help me choose Pants?

Yes — our personal stylists offer complimentary one-to-one appointments to help you select pants, virtual or in person.

Can you source a sold-out Pants piece or size?

Often, yes — through our Blind Network we can locate sold-out pants styles and sizes, usually within 7–14 days.

Can a Coveti stylist help me choose Accessories?

Yes — our personal stylists offer complimentary one-to-one appointments to help you select accessories, virtual or in person.

Can you source a sold-out Accessories piece or size?

Often, yes — through our Blind Network we can locate sold-out accessories styles and sizes, usually within 7–14 days.

How are items sourced and how long does it take?

Source through Blind Network — typically 7–14 days.

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: 373 styles, 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:

SIR.	UK	AU	US	Intl
0P	4	6 petite	0	XXS
0	6	6	2	XS
1	8	8	4	S
2	10	10	6	M
3	12	12	8	L
4	14	14	10	XL

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

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.