Just when you think you’re fully up to date with the latest fashion brands all the cool girls are wearing—even the small, summer-ready labels from the other side of the world—another one comes along and suddenly commands all your attention. Such is the life of a fashion editor. The newest name on our radar? SIR, also known as SIR The Label, the Australian brand that’s already attracted an impressive fan base including Margot Robbie, Lily Aldridge, Whitney Port and Gabrielle Union.
An acronym for “separates, intimates and ready-to-wear,” SIR offers an impressive collection of swimwear, suiting, and what it’s now best known for: beautifully cut dresses.
