Sirma has been producing shoots for over 15 years for some of the biggest names in the fashion industry. She started her own photographic and film production company, ICONIC CREW in 2015 specialising mainly in fashion and beauty advertising and editorial. Sirma is a sought after fashion producer who has worked with many of the top designers, photographers and models around the world from Givenchy, to Mert & Marcus and Kate Moss. Sirma is known for her ability to gracefully navigate the complicated and often conflicting demands of a fashion shoot delivering a seamless and outstanding result every time.