There is something unimaginably attractive in Frenchwomen: uncombed hair coupled with a perfectly tinted lips and, that it’s more important, their manner of dress. Only they can create simple and complex outfit at the same time. They always look effortless. They have ease. There are no conventions for them. Frenchwoman can afford more courage and retreat from the rules. I dare to suggest that these ‘rules’ of Parisian chic formed the basis of the brand IRO.
Founded in 2004 brand instantly gained success among not only French fashionistas. The first store was opened in the US, but just a few years later IRO has built a presence through leading stores in all the world’s fashion capitals.
Laurent and Arik, the brothers behind IRO, were brought in the family which had a long relationship with fashion: Bitton’s parents ran Womenswear line for a quarter of century. So there was nothing surprising in the fact that over time after moving in New York Laurent postponed his musical goals and teamed up with Arik for creating fashion brand.
The first collection was small and was made up from only several pieces: tees, jeans, prom dresses and leather jackets, and due to high-quality materials and tremendous models clothes became ‘basic deluxe’. And it meant only one: Arik and Laurent took the right note in fashion.
I had the pleasure to visit their London boutique and to team up with IRO to interpret the new season Parisian style pieces through my outfits. And if you still haven’t seen AW 15 collection it’s the ideal time to give a look.