ABOUT THE BRAND
Since 2005, the IRO wardrobe has been nourished by experiences based on a refined aesthetic, inspired by the 70’s in America, the joyful Japanese madness and Parisian romantism. So, the inspiration comes above all from the street, from an active, independent and modern woman.
The silhouette is a mix between sexyness and tomboy look ; slender sometimes urban, sometimes wild. We break codes and play with contradictions ; from leather to tweed, IRO has contributed to « désembourgeoiser » women's dressing.
And this message is expressed in advertising campaigns. Summer in winter, winter in summer, it will be woolly skin with naked legs, it will be models such as Anja Rubik, Aymeline Valade, Karlie Kloss, Sasha Pivovarova and Constance Jablonski. They stare the camera lens by displaying character, more than poses. Nothing is fixed, neither the looks or the fabrics worked.
From Soho to Los Angeles, London to Seoul, via Lebanon, Shanghai and Qingdao, Iro has imposed a style, this street cred as much adored by millennials as by their elders.