SIR. Opens First Paris Showroom for Anniversary Celebration
Australian designers Nikki Campbell and Sophie Coote mark ten years of SIR. by launching a flagship showroom in Paris and unveiling a new anniversary collection filmed in Greece. The move reflects the brand’s evolution from Instagram‑centric growth to a global, omnichannel presence.
By Felo News Desk · Published
In a bold move that signals a new chapter for the brand, Australian designers Nikki Campbell and Sophie Coote are opening SIR.’s first solo showroom in Paris. The launch coincides with the brand’s 10th anniversary and a fresh collection that was shot on the Greek island of Hydra.
From Instagram to a Parisian Flagship
Founded in 2014 by Campbell and Coote, SIR. began as a digital‑first label that filled a niche for minimalist separates, intimates and ready‑to‑wear. The duo spotted a gap in the market for clean, versatile pieces and turned their vision into a brand that quickly gained traction on Instagram. In its early days, the company grew by simply posting a photo and letting the platform’s algorithm do the rest. By the time of its launch, SIR. already had 10,000 followers—an impressive number that helped the founders recoup their initial investment almost immediately.
Over the past decade, the brand has evolved far beyond the confines of social media. After establishing a strong online presence, SIR. expanded into international wholesale, with Barneys in the United States becoming its first major overseas account in 2018. The COVID‑19 pandemic prompted a shift toward in‑person retail, and the designers have now taken that step further by creating a physical showroom in the heart of Paris.
Celebrating a Decade of Design
The Paris showroom, located on Rue de Thorigny, will be open from September 30 to October 6. It marks the first time SIR. will have a dedicated space in the city that hosts the world’s fashion capitals. “We’re at a turning point for the brand; it feels like we are entering a new chapter,” says Coote. “We want to bring it to the global arena in a more physical way.” The showroom will showcase the anniversary collection, which features the brand’s signature clean lines and understated elegance.
To complement the launch, Campbell and Coote have planned a cocktail event aimed at community building. The event will give attendees an intimate look at the brand’s aesthetic, from its design ethos to the scent and sound that define SIR.’s identity. The designers hope the gathering will deepen the connection between the brand and its loyal customers.
Hydra Campaign and Behind‑the‑Scenes Insight
Before heading to Paris, the duo filmed a campaign in Hydra, Greece. The shoot involved eight models and was the first large‑scale group photo session the brand had undertaken in years. “We were very specific with our costumes for this project because we wanted it to be a representation of the muses of the brand,” Campbell explains. The campaign features early collaborators such as Tahnee Atkinson, underscoring the long‑standing relationships that have helped shape SIR.’s identity.
Campbell notes that the brand’s Instagram strategy has shifted dramatically since its inception. While early posts were simple product shots, the current approach captures a broader narrative: behind‑the‑scenes moments, creative collaborations, and the everyday life that surrounds the brand. “People don’t want to see the product anymore; they want to see what goes on behind closed doors,” she says. This shift reflects a broader industry trend toward personalization and experiential retail.
Looking Ahead: Paris, Vintage Inspiration, and Global Reach
While in Paris, the designers plan to visit vintage flea markets for inspiration, hunting for lace and other details that could influence future designs. They also intend to film a spring campaign while in the city, a move that underscores their commitment to keeping the brand’s creative output fresh and timely.
Coote emphasizes that the Paris showroom is more than a retail space; it’s a platform for storytelling and community engagement. “Seeing people we admire wear the brand has been huge,” she says. “We still freak out when we see girls in New York wearing it down the street.” The designers believe that a physical presence will amplify their global reach and deepen customer loyalty.
What’s Next for SIR.?
With the Paris showroom now open, SIR. is poised to expand its omnichannel strategy further. The brand plans to continue blending online and offline experiences, leveraging its strong social media following while offering tactile, in‑person interactions. As the fashion industry moves toward more personalized and community‑focused retail, SIR.’s Paris venture positions it at the forefront of this shift.
Key facts
- SIR. opens its first Paris showroom to celebrate a decade in business
- Anniversary collection filmed in Hydra, Greece
- Shift from simple Instagram posts to immersive, behind‑the‑scenes storytelling
- Expansion into international wholesale, including Barneys and post‑COVID retail
- Paris showroom serves as a hub for community building and brand storytelling
Why it matters
SIR.’s move to a physical showroom in Paris demonstrates how a digital‑first brand can successfully transition to global, omnichannel retail, offering a blueprint for other emerging designers.
Frequently asked questions
When will the SIR. showroom in Paris be open?
The showroom will operate from September 30 to October 6.
Where was the anniversary collection photographed?
The campaign was shot on the Greek island of Hydra.
What is the focus of SIR.’s new Instagram strategy?
The brand now shares behind‑the‑scenes content, creative collaborations, and lifestyle moments, rather than just product shots.
Has SIR. sold in international markets before?
Yes, the brand began international wholesale with Barneys in 2018 and has since expanded globally.
Sources
- [1] vogue.com — originally reported as “The Scoop With Nikki Campbell and Sophie Coote: On SIR. ’s First Solo Paris Showroom”
