SIR. Marks 10 Years With First Solo Paris Showroom

Australian contemporary womenswear label SIR., founded in 2014 by Nikki Campbell and Sophie Coote, is celebrating more than ten years in business with its first solo showroom at Paris Fashion Week. The brand, whose name stands for separates, intimates and ready-to-wear, built its early success on Instagram during the platform’s peak growth years.

A New Chapter in Paris

Running from September 30 to October 6, the showroom will sit on Rue de Thorigny. Coote described the moment as a turning point for SIR., noting the founders want to show clients what the brand looks, feels, smells and sounds like beyond the product itself. A cocktail event tied to the launch will focus on community-building rather than sales.

The Paris debut follows a large-scale campaign shoot in Hydra, Greece, featuring eight models, including early SIR. collaborator Tahnee Atkinson. Campbell said the casting was designed to represent the brand’s original muses.

From Instagram Startup to Global Wholesale

Reflecting on the brand’s growth, Campbell and Coote said their 2014 Instagram launch reached about 10,000 followers on night one, and organic reach at the time meant genuine visibility. The founders said they didn’t spend on marketing for roughly four years, relying instead on that early momentum.

Key milestones since then include landing Barneys as SIR.’s first international wholesale account in 2018, and expanding into physical retail after the pandemic. Both founders pointed to a broader industry shift toward personalization and in-person retail experiences as reshaping how they now connect with customers, alongside a fuller omnichannel marketing strategy than their early Instagram-only approach.