Brands Like SIR the Label: 5 Labels for Relaxed Elegance
Brands Like SIR the Label: 5 Labels for Relaxed Elegance
If you like SIR the Label, you are probably drawn to three things: bias cut silk, relaxed tailoring and an Australian ease that never looks like it tried too hard. These five labels share at least two of those. All of them are on Coveti, so you can compare them side by side.
What makes SIR. distinct
SIR the Label was founded in 2014 by Nikki Campbell and Sophie Coote, and the name stands for Separates, Intimates, Ready-to-wear. Its signatures are the Aries bias silk dresses with lace, prints engineered to each garment and repeated on swimwear, and soft oversized suiting. Most dresses sit between $680 and $1,160 on Coveti. For the full story, read who is SIR the Label.
1. Posse
Posse is a Sydney label founded in 2016. It shares SIR.’s relaxed coastal mood, with linen sets, slip skirts and easy summer dresses. Where SIR. leans on silk and tailoring, Posse leans on linen and cotton and sits at a slightly lower price. Choose Posse for warm weather and weekends, and SIR. when you want silk for evening.
2. Christopher Esber
Christopher Esber is a Sydney designer who founded his label in 2010. His dresses are more architectural than SIR.’s, built on cut outs, twisted fabric and hardware. The two meet on bias cut and draped jersey dresses. Choose Esber for a sharper, more sculptural evening look, and SIR. for something softer.
3. Aje
Aje is an Australian label founded by Adrian Norris and Edwina Forest. It is louder than SIR.: bigger volumes, more ruffles and more print. The overlap is in printed summer dresses and wedding guest pieces. If SIR. feels too quiet for an occasion, Aje is the next step. Read more in our guide to Aje’s founders.
4. Zimmermann
Zimmermann was founded in Sydney in 1991 by sisters Nicky and Simone Zimmermann, and it is the best known Australian label internationally. It shares SIR.’s pairing of ready-to-wear with swimwear in matching prints. Zimmermann is more romantic, with lace, pin tucks and full skirts, and generally higher in price.
5. Toteme
Toteme is a Stockholm label founded in 2014, the same year as SIR. It is not Australian, but it is the closest match to SIR.’s tailoring and its pared back palette of black, ivory and brown. Choose Toteme for wardrobe staples and coats, and SIR. for silk dresses and swim. Read is Toteme a luxury brand for more.
How they compare
| Label | Based | Founded | Known for |
| SIR the Label | Australia | 2014 | Bias silk dresses, soft tailoring, printed swim |
| Posse | Sydney | 2016 | Linen sets, summer dresses |
| Christopher Esber | Sydney | 2010 | Sculptural cut out dresses |
| Aje | Australia | 2008 | Volume, ruffles, prints |
| Zimmermann | Sydney | 1991 | Romantic dresses and swim |
| Toteme | Stockholm | 2014 | Minimal tailoring and coats |
Which to choose
- For a silk slip dress: SIR. first, then Christopher Esber.
- For a summer wedding: SIR. for something quiet, Aje and Zimmermann for something bolder.
- For holiday sets and swim: SIR., Posse and Zimmermann.
- For tailoring and coats: Toteme and SIR.
Editor’s note: SIR. is the label in this list I would choose for the widest range of days. It is calm enough for the office in a blazer and silk enough for a wedding.
Start with the SIR dresses guide and the SIR Aries collection, then browse everything on the SIR the Label brand page.
Frequently asked questions
What brands are similar to SIR the Label?
On Coveti, the closest labels are Posse, Christopher Esber, Aje and Zimmermann from Australia, and Toteme from Stockholm.
Is SIR the Label similar to Zimmermann?
Both are Australian and both make ready-to-wear with matching swimwear prints. Zimmermann is more romantic and generally higher priced, while SIR. is more minimal.
Is SIR the Label like Toteme?
They share a pared back palette and relaxed tailoring, and both were founded in 2014. Toteme is Swedish and focuses on staples and coats, while SIR. focuses on silk dresses and swim.
Which Australian brand is most like SIR the Label?
Posse is closest in mood and Christopher Esber is closest in the cut of its dresses.
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