Over the past few season’s I’ve become pretty preoccupied with the new wave of French fashion brands. Its been wonderful to watch an emergence of a whole new level of labels dedicated to a youthful and sexy section of the womenswear market, coming from a fashion destination that is traditionally very staid, high end and rarefied.
My French fancy was first piqued by Vanessa Bruno and Isabel Marant. Since then a whole host of fashion labels have emerged from Paris to make a striking impact on the fashion world. One of these new(ish) labels that just seems to me to be getting hotter and hotter, is Iro.
This Paris based brand was launched by brothers Laurent and Arik Bitton in 2004, who brought a feel from their music industry background to label. There is a certain ‘rock and roll’ essence to the men’s and women’s collections, via a hefty dose of French fashion sense. It’s cool and a little ‘street’, but in a very chic way. If you’re in Paris do visit the flagship store on Rue St Sulpice, but you certainly don’t have to travel that far to shop this collection as it’s on ASOS, in Selfridges, Matches, Fenwick and Urban Outfitters.
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