Since moving to New York City on a whim in 2009, Sire Leo Lamar-Becker has been building a career at the intersection of fashion, art, and culture. In 2010, he began interning with metal apparel designer Laurel DeWitt, absorbing everything he could from the “Master of Design.” By Autumn/Winter 2014, he debuted his first design for the brand—and his creations have since been worn by icons like Beyoncé, Brandy, Cardi B, Jennifer Lopez, Kelly Rowland, Kesha, Kris Jenner, Lady Gaga, Lil Kim, Nicki Minaj, SZA, Teyana Taylor in Coming 2 America, and Tyra Banks, among others.

His commitment and creative imprint made him indispensable to the brand: he was named Production Manager in 2015, Brand Director in 2021, and most recently Director of E-Commerce & Production.

Alongside his work with Laurel DeWitt, Sire has carved out his own lane as a designer, entrepreneur, writer, and photographer. His photography has appeared in The New York Times, TIME, and Allure. In 2018, he launched Vision Space NYC—a short-term creative hub in Times Square that hosted events for brands like Guinness World Records and Wet n Wild Cosmetics. In 2020, he published Doodle It Out, an adult coloring book and doodle diary released under the moniker “Sire Doodles.”

In 2022, he debuted his first solo collection, Shein x Sire Leo Lamar, as part of the Shein designer incubator program. Chosen as a featured designer for September, his work was spotlighted in a global campaign and across the brand’s website. Since then, he has released six collections with Shein, earning features in Teen Vogue and Nylon.