SIR Celebrates 10 Years With a Campaign Paying Tribute to Women
Featuring Tish Weinstock, Ylang Messingual and Malgosia Bela, among others.
Australian label SIR is celebrating a decade in fashion with a new Resort campaign that pays tribute to the women who have shaped its story and those set to define its next chapter.
Photographed by Marie Deteneuille against the sun-soaked backdrop of Hydra in Greece, the campaign brings together five women whose creative lives and personal style reflect the brand’s evolving identity. Among them are writer Tish Weinstock, Ylang Messingual, model Malgosia Bela, Maya Stepper and Tahnee Atkinson, each bringing their own perspective to the label’s latest chapter.
Rather than simply looking back, the campaign bridges SIR’s past and future. Long-standing collaborators, original muses and friends sit alongside a new generation of creatives, founders and cultural voices, reflecting the women who have supported the brand since its early days and those carving out their own space today.
The collection itself is an ode to the signatures that have come to define SIR, with a focus on divine femininity inspiring women. Marking both a milestone and a new beginning, the campaign captures a brand reflecting on its roots while looking ahead to what comes next. Ten years in, SIR is keeping its muses at the center of the conversation, celebrating the individuality and creativity that have helped shape its identity.
Check out the campaign above and head to the brand’s website for more.
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