Posted May 3rd 2019 | Posted by Bernard-Editor
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An artful combination of sophisticated French style and a rock-n-roll edge, IRO presents a collection that is both laid-back and luxurious. Taking inspiration from the music scene, founders Arik and Laurent Bitton have earned themselves a cult-like following. Founded in 2005, the Parisian chic brand aims to represent the modern female. Their SS19 collection incorporates flirty hemlines, floaty fabrics and abstract prints which capture a sense of effortless and touches of French sophistication.

With a background in the music industry, Laurent and Arik decided to channel their love for music into a different medium: fashion. Inspired by fashionable women from their inner circle of friends, they decided to create a clothing line that had a distinct vintage feel, while at the same time mirrored a nonchalant, easy chic style. By combining great craftsmanship, attention to detail and the finest materials, the IRO collection found its unique voice within the fashion world. Biker jackets with plenty of embellishments, chic knits and elegant blouses are staples of the brand’s DNA and make the perfect transition pieces from day to night.

Aside from IRO’s passion for excellence and its sense of style, the brand aims at promoting its products’ design and quality, while remaining committed to its clients. “Even when the material is flashy, the IRO girl knows how to play it,” cofounder Laurent explains. “We always do what we feel like doing, we follow our own path. We’ve never wanted to be mainstream—customers follow us because it suits them”. Their sentiment to not follow trends allows the brand to experiment with no boundaries; vintage prints combined with edgy looks create a modern, laid-back approach to everyday dressing.

Quintessentially, the IRO woman can be found exploring the Left Bank of Paris in a draped mini skirt and cropped bouclé jacket. The brand’s repeat season standouts include diaphanous blouses, flowy dresses and textured jackets. Shop IRO SS19 online and in store now at Bernard Boutique.

Words by Gabriella Bramble.


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