Future Past imagined a new chapter for the SIR sisterhood: continuing the direction set in Line in the Sand, this is a bolder, darker, sexier era that accompanies the brand's evolution. The SIR girl has grown up. There’s friction now: between femininity and masculinity, romance and modernity, reflected in the campaign as a push-and-pull between fantasy and reality. The scenery fills the frame or disappears into simplicity, letting the garments do the talking, clashing with explosions of celebratory movement, contemplative solitude, and dream-like trances.

The campaign expresses a different view of the SIR woman as she pushes forward into the future. Through lightness and darkness, small gestures or expressive streaks she grows bolder now: confident, fearless, in a continuous flow where she sheds her former sweeter, most romantic guide. The atmosphere is no longer purely paradisiacal: there is tension, harmony, conflict and resolution. 

At times fast-paced and chaotic, at others polished and quiet, the campaign sees black-and-white scenes contrasting with rich colour: tactile, textural, monolithic, mist-filled and mystical. Powerful and alluring, our characters linger in limbo, somewhere between utopia and dystopia, future and past. A sense of upheaval: charged with a kinetic energy where sexuality and the manmade meet nature's potential for healing, an exploration of the realms beyond reality — what do we bring forth, into the future, and what do we let go of?