IA LONDON is an award-winning Avantgarde label founded in 2017.
The brand designs and manufacturers sustainable and ethically-made womenswear with a strong artistic identity.
IA LONDON collections are entirely manufactured in England. The brand was founded by Cambridge-based award-winning designer Ira Iceberg. Although not formally trained as a fashion designer, Ira did study fine art and printmaking.
IA London creative vision focuses on progressive design and aesthetics that challenge conventional notions of form, beauty and function. The visual identity of IA London is one of distinction and is driven by Ira Iceberg's preoccupation and experimentation with two key elements:
Form: driven by an interest in the notion of MA (space) and its impact on silhouette; how by transforming the form of the shoulders and the hips, the whole sculpture of the body transforms. Anything in between is the canvas.
Imagery: Ira Iceberg's former training in fine art and printmaking naturally led to the use of powerful imagery onto my garments; their presence is not for decorative purposes, but rather to explore a narrative and tell a story. The use of hand-painted digitally expressive artworks, painted directly on a garment’s pattern, allows me to fully control the visual execution, impact and narrative.
The combination of these elements has led to the creation of a distinct visual identity that makes IA London stand out and has gained the recognition and support of many leading British Fashion professionals. In 2019 IA London received the “Ones To Watch” Award by the London Fashion Scout, followed by the launch of an exclusive collaboration with TONI&GUY, celebrating 15 years at London Fashion Week.