IA London

United Kingdom

IA London is an Avantgarde label founded in 2017. The brand designs and manufacturers sustainable and ethically-made womenswear with a strong artistic identity. IA London’s collections are entirely manufactured in England.

IA London was founded by Cambridge-based award-winning designer Ira Iceberg. Although not formally trained as a fashion designer, Ira did study textile design and classical painting. This background defines IA London’s vision of clothing as a way to express personal values and individualism through art. Retailers can personalise individual garments by choosing from a variety of original prints.

To support this vision, a unique design process was developed in stages: original artworks are painted directly on the garment patterns and digitally printed as one unit. This artisanal process results in distinctive-looking pieces with a strong artistic identity.

This season’s “The Girl Who Collected Memories” collection is a story of Rei, an imaginary character. Amidst a Global Pandemic, as many of us, Rei feels insecure and out of control, like a leaf taken by the wild stream. To confront this feeling, she collects family photos of the people she never met and wears them as her clothes. Bringing her the feeling of belonging to the extended Global Family, these photos become her “armour”, protecting and empowering her.

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