Founded by Nikki Campbell and Sophie Coote in 2014, SIR. has garnered international acclaim for its singular aesthetic centred on wardrobe essentials and minimalist silhouettes. With a focus on high quality, ethically sourced fabrications, SIR. is a contemporary fashion house synonymous with easy-to-wear wardrobe staples under a modern lens.

Our long-established relationship with SIR. has seen significant evolution for their brand and for their online presence. Their most recent website refresh saw the development of new techniques to allow SIR. to represent their images seamlessly on their product focus page without the interruption of inconsistent background tones. We established SIR.’s perfect shade of grey and this is now intrinsic with all eCommerce imagery across the entire SIR. platform.

We refer to this service as a digital background with organic shadows, and it is fast becoming the meta for fashion eCommerce imagery with other clients adopting the same concept in different ways to establish their unique and elevated selling environment.