Five years after Nikki Campbell and Sophie Coote launched Sir the Label with an Instagram-only capsule collection, the acclaimed Sydney fashion label has opened its first standalone Australian store.
“We have our core customers in Sydney – we’ve both been based here for the last 10 years,” says Campbell. “We really wanted a central space where our customers could come in and view the entire range, especially as it grows.”
The label has been on an upward trajectory since it was established in Bondi in 2014. It was picked up by luxury department store Barneys New York within three years, and its locally designed, ready-to-wear pieces have built a strong global fan base.
“[We specialise in] minimal yet classic pieces, juxtaposed with feminine and silhouetted shapes, Campbell told Broadsheet last year. “We work with a lot of natural fabrication [and] a lot of detailing, ruffles, trims and embroidery … against those cool, sharp lines. It’s super wearable. It suits your everyday girl who wants to dress for the feminine but also dress for the masculine.”
The pair is looking forward to engaging with their customers face-to-face and say the retail space is an extension of their design approach. It’s clean, with sharp lines and feminine flair. “It’s a beautiful old building,” says Campbell. “It’s got a lot of natural light and beautiful archways that we’ve worked with. We walked in and knew straight away it was perfect.”
The Manly store is a block back from the beach on Pittwater Road and is the label’s second retail outlet. The first opened in Bali in 2017. “We’ve worked with an interior designer, Merci Maison, and a friend of ours, Jade Yarbrough, who did the Bali store as well. She carried the design across to the Sydney store,” says Campbell.
The look is minimalist with a focus on natural textures and luxe details. There’s marble, curved brass rails and limestone sculptures by Den Holm – all set against the store’s neutral palette. “The idea of all our retail spaces is to keep it quite gallery-like,” says Campbell. “Everything in our Sydney store has been made bespoke for us.”
As well as expanding their Australian retail footprint, Campbell and Coote are concentrating on building their brand overseas. The duo has just returned from Kangaroo Valley, south of Kiama in NSW, where they shot the lookbook for the forthcoming resort collection. “We’ve got five models – it’s our biggest lookbook and campaign shoot yet,” says Campbell. “It’s a real turning point for the brand.”