The Vibe :
⊹ Lily McMenamy appears in SIR.’s Fall Winter ’26 campaign, shot in London.
⊹ “The Artists” puts polished dressing next to rougher, more off-duty styling.
⊹ Halter gowns, bombers, tailored minis and knits all share the same wardrobe.
⊹ Deep plum, brown, black and soft neutrals keep the season firmly after dark.
SIR. heads to London for Fall Winter ’26 with Lily McMenamy helping steer the mood somewhere a little less polished. Titled The Artists, the campaign plays with opposing sides of getting dressed: sharp versus undone, dressed-up versus thrown-on. That tension fits McMenamy especially well, whether she is in a long halter shape or something tougher layered over it. The point is not perfection. It is what happens when a glossy evening piece gets knocked slightly off balance.
The clothes keep switching gears. The Lilia Halter Maxi Dress and Noria Tiered Gown sit alongside the Belle Bomber Jacket, Marius Sweater and cropped Vester shirting, while Astrine tailoring brings a cleaner line into the mix. A Noria bomber worn with its matching midi skirt is especially good at showing how SIR. is moving beyond one-note occasion dressing without giving up the clothes you actually want for a night out.
There are smaller shifts too: wrap minis, halter tops, cropped shirts and tailored shorts break up the longer dresses, while knits keep the season from feeling too precious. McMenamy, photographed during the London shoot, gives the whole thing the slightly rumpled cool-girl energy it needs.
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Brand DNA
Founded in Australia in 2014 by Nikki Campbell and Sophie Coote, SIR. brings a refined edge to modern womenswear. Fluid dresses, sleek separates, swim, natural fabrics, and ’70s-inspired silhouettes define its distinctly Australian point of view.
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