Future Past imagined a new chapter for the SIR sisterhood: continuing the direction set in Line in the Sand, this bolder, darker, sexier era 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 presents a different view of the SIR woman as she moves into the future. Through lightness and darkness, small gestures and expressive streaks, she grows bolder now: confident, fearless, in a continuous flow as she sheds her former, sweeter, more romantic self. 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 kinetic energy where sexuality and the manmade meet nature's healing potential, exploring realms beyond reality. What do we bring into the future, and what do we let go of?