IA LONDON is an Avantgarde label founded in 2017.
The brand designs and manufacturers sustainable and ethically-made womenswear with a strong artistic identity and sense of individualism. 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 first-hand way for the individual to express personal values and a unique point of view through art.
To support this vision, a unique design process was developed in stages: original artworks are hand-painted digitally and then re-painted, this time directly on the garment patterns. The process results in distinctively-looking pieces with a strong artistic identity. Aiming to propose a meaningful fashion content, we build our collections around subjects of social significance, such as ageing, biases and mental health.
IA London's first runway shows SS19 and AW19 were supported and showcased by On|Off Presents.. renowned for discovering the best of emerging fashion talent, with previous alumni including Gareth Pugh, Peter Pilotto and J.W. Anderson. In July 2019 IA London received Fashion Scout's “Ones To Watch” Award SS20. In February 2020, an exclusive collaboration with multi-award winning British hairdressing brand Toni&Guy was presented during London Fashion Week AW20, followed by an exclusive line of merchandise, distributed worldwide.