Who Is SIR the Label? The Australian Label Behind Relaxed Elegance

SIR the Label, written by the brand as SIR., is an Australian fashion house founded in 2014 by Nikki Campbell and Sophie Coote. The name is an acronym for Separates, Intimates, Ready-to-wear, and the clothes follow that brief closely: silk slip dresses, bias gowns, fine knits, easy tailoring and a swimwear line printed to match. Coveti stocks the label on the SIR the Label brand page.

If you have searched “sir the label” and landed here, you probably want three answers. Who is behind it, how does it fit, and is it worth the price. This guide covers all three with the facts we hold, then points you to the pieces worth starting with.

The short history

Nikki Campbell and Sophie Coote launched SIR. in 2014. The brand describes its look as relaxed elegance, minimalist silhouettes and elevated wardrobe essentials, and that is a fair summary of every collection we have bought since. The house began online and has grown into a set of Australian stores. Today SIR. has a flagship store on Gould Street in Bondi, a store at The Strand Arcade in Sydney, a store in Paddington, a residency in Armadale in Melbourne, a store on James Street in Brisbane and a residency in Claremont in Perth.

The acronym matters because it explains the range. Separates means the tops, skirts, shirts and trousers that work as sets and apart. Intimates means the bralettes, bodysuits and slips that sit under, and sometimes instead of, a top. Ready-to-wear means the dresses and gowns that most people know SIR. for.

What SIR. is known for

The bias cut silk dress

The single most searched SIR. style is the Aries family: bias cut silk dresses with lace at the bust and the hem. Our guide to the SIR Aries collection covers every shape. In the current edit, the Aries Long Sleeve Gown in Bitter Chocolate, $960, is cut on the bias in 100% silk with lace at the hem and a split to the knee. The Aries One Shoulder Dress, $870, is the same silk with a single strap.

Prints that run through the whole collection

SIR. designs its own prints and engineers them to each garment, so a bikini, a shirt and a maxi dress can share one story. Geo Scape, Rose Parquet, Eira Midnight and Aliera Floral are the current prints. The Sona Maxi Dress in Geo Scape, $1,020, is a bias cut silk maxi with a cowl neck and a keyhole at the back, and the same print appears on a shirt, a pant, a halter top and a bikini.

Easy tailoring

SIR. tailoring is soft rather than sharp. The Dylan Blazer in Black, $930, is an oversized single breasted blazer in a suiting with a hint of wool. The Mathias Oversized Blazer in Slate, $970, adds a lace panel at the cuff, a small detail that makes the label easy to spot. See SIR the Label tailoring for the full suiting edit.

Swimwear

SIR. swimwear uses the same prints as the clothes, in a lightweight lycra with generous stretch. Most bikini tops have sliding cups and can be tied as a halter. Our SIR swimwear guide sorts every style by coverage.

How SIR. fits

SIR. sizes its clothing 0P, 0, 1, 2, 3 and 4. Size 0 is an Australian 6, size 1 an Australian 8, and so on up to size 4, an Australian 14. Size 0P is a petite cut for frames under about 160 cm, with a shorter length. Australian and UK dress sizes line up, so Coveti shows each SIR. size on the UK ladder: SIR 0 is UK 6, SIR 1 is UK 8, SIR 2 is UK 10, SIR 3 is UK 12 and SIR 4 is UK 14.

The brand describes most pieces as fitting true to size. A few run generous: the Belle Wrap Mini Skirt fits oversized and SIR. suggests one size down, and the Sabina Gathered Mini Short can be sized down for less volume. Swimwear and some accessories use letter sizes. Our SIR the Label size guide has the full conversion table.

Fabrics and quality

The fabric list is the best argument for the price. In the current Coveti edit, most dresses and shirts are 100% silk, with some in a silk and viscose blend. Knits are merino wool, mohair blends and alpaca. Jeans are rigid organic cotton. Belts are cowhide leather, and several of them are made in Australia. The sunglasses are handcrafted in Italian Mazzuchelli acetate. We look at the fabrics in more detail in is SIR the Label good quality.

What SIR. costs

On Coveti, SIR. caps and tanks start at $210 and $240. Bikini pieces sit between $240 and $340. Tops are mostly $380 to $780, silk dresses $680 to $1,160, and the gowns reach $1,410 for the long sleeve Flure Gown. The most expensive piece in the current edit is the Candela Leather Jacket in Chocolate, $2,160, an oversized longline jacket in lamb leather.

Who SIR. compares to

The closest Australian labels on Coveti are Posse, Christopher Esber and Aje. Outside Australia, Toteme shares the pared back mood. We compare all of them in brands like SIR the Label.

Where to start

If you are new to the label, start with one silk piece in a dark colour, because it will work across more of the year. The Seameadow Bias Dress in Black, $870, is a full length silk crepe dress with a draped neck and a flounce sleeve. For something you will wear every week, the Aela Cardigan in Black, $530, is a fine rib cotton and silk knit with a collar and the SIR. logo embroidered at the neck.

Editor’s note: SIR. is the label I recommend to anyone who wants to look polished without looking dressed up. The cut does the work, so the styling can stay simple.

For the newest pieces, see our edits of SIR Resort 2027 and SIR Fall 2026, and for occasions, SIR wedding guest dresses.

Where to buy SIR the Label

You can shop SIR the Label on Coveti, where every piece is listed in US dollars with UK sizing and the full composition. The range sits on the SIR the Label brand page, with dresses in our SIR dresses guide and the belts, sunglasses and bags in SIR accessories.

Frequently asked questions

Who founded SIR the Label?

SIR the Label was founded in 2014 by Nikki Campbell and Sophie Coote.

What does SIR stand for?

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

Is SIR the Label Australian?

Yes. SIR. is an Australian label with a flagship store in Bondi, Sydney, and stores in Sydney, Melbourne, Brisbane and Perth.

Does SIR the Label fit true to size?

The brand describes most pieces as fitting true to size. SIR 0 is a UK 6 and SIR 4 is a UK 14, and the product page notes the few styles that run generous.

What is SIR the Label known for?

SIR. is best known for bias cut silk dresses such as the Aries styles, its own prints engineered to each garment, relaxed tailoring and matching swimwear.