|C’est très charmant
A bit of modesty, a great deal of vintage feeling – and a whole lot of style. Those are the cornerstones behind the French and fabulous label IRO, which offers laid pack Parisian fashion in the shape of rabbit fur vests, soft leather bags and casual cotton dresses.
IRO is Japanese and means ‘color’ and was founded by the two brother Laurent and Arik Bitton. They were both busy launching their musical careers, but found that fashion could be a way of expressing themselves too and thus, in 2002 the two brother decided to look into the possibilities of launching their own line.
The result was IRO and despite their lack of experience within design the brother hit a nerve and were soon recognized for their almost alchemic blend of Japaneese kawaii (roughly translated as sweetness), Parisian romance and metropolitan energy. Another key ingredient is their ability to remember the past and yet see into the future. Their bestseller, the gauzy Bareketh blouse with frilled hemlines resembles a perfect replica of an antique handkerchief.
IRO has it all – the fine elements in the shape of soft materials and great fits, the basic elements in the shape of casual tanks and tees, and the raw elements in the shape of textured leather bags, soft leather jackets and comfortable pumps with rivets.