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SIR the label gives back for Autumn Winter ’18 Campaign


SIR the label is paying homage to the land they call home by giving back to the territory at the heart of their new AW’18 campaign. The label will be donating a percentage of their online sales for preorders to Northern Territory organisation the Batchelor Institute for Indigenous Tertiary Education and the Desert People’s Centre in a project that aims to Integrate Western technologies with Indigenous traditions to create clothing textile fashion garments created by Indigenous people of the Central Desert.

“As an Australian business that built our success in the fashion industry mainly through technology, we feel this is a perfect partnership as the projects the institute run also focus on this progression of fashion with technology”Nikki Campbell

With adventurous heart’s in tow, designers Nikki Campbell and Sophie Coote headed to desert base camp Longitude 131 at Uluru-Kata Tjuta with friends and collaborators to capture their Autumn Winter ‘18 campaign. Shot by the labels go-to creative team, the collection is set against the backdrop of Uluru, revering the natural landscapes at the heart of the homeland.

For the AW18 collection, the designers kept the focus on natural fabrics and hand-embroidery. Imagery of rolling desert horizons informed rust motifs, buttered ivory & textured sand linens that remain loyal to the SIR aesthetic of minimalist tailored separates and silk detailing.

This desert inspiration has remained at the forefront of the designers minds, and the decision to shoot in the Northern Territory was a natural progression.

“Our Autumn collection and the print designed was inspired by the Australian desert and plant life so we thought it was only relevant to shoot the campaign there. Australia is home for the label and after travelling the world to shoot our previous campaigns, it was so exciting to shoot here. We are so lucky to live in the most beautiful place.”

To say thank you to the land and the people who have inspired them , Nikki and Sophie have elected to share a portion of the proceeds of their pre-order period to an organisation local to Australia’s red heart.

The designers are working with the Batchelor Institute for Indigenous Tertiary Education for a project that will see digitally printed fabric from students work made into a fashion collection to be showcased in fashion parades in late 2018. These will be the some of the first digitally printed designs from aboriginal artists as a fashion collection by a Northern Territory organisation. The fabric will be produced within Australia.

The Batchelor Institute is an organisation that ‘brings together Indigenous Australian traditions of knowledge and Western academic disciplinary positions and cultural contexts, and embraces values of respect, tolerance and diversity.’

The monies from the SIR donation will go directly towards funding the digital printing process of Artwork created by local aboriginal artists of the Central Desert and assist with the cost of running the program/ workshops for creating the textile garments by Aboriginal students of the Batchelor Institute.

Expected to be showcased at DAAF, Darwin Aboriginal Art Fair’s Country to Couture runway, as well as the symposium of the DesertMob festival and exhibition, the Batchelor Institute are seen as innovators in training, a cause close to the SIR designers hearts.

“After spending some time in Uluru we had such an amazing experience and met some incredilbly inspiring people we wanted to contribute back to the women in the community.”

The SIR AW’18 campaign will be released on February 26, 2018, with the preorder period launching online at on Thursday, February 15, 2018.