The pandemic made IA LONDON reconsider the crucial things in life and how people choose to spend their time. IA London's Fall 2021 "Hourglass" sharpens this reconsideration by limiting the time to "as long as the Hourglass is ticking”. The narrative, divided into three episodes, presented through the perspective of Ira Iceberg, IA London's founder and designer, whose family was affected by COVID-19, increasing the designer's feeling of impermanence. Each episode corresponds with a designer that holds personal significance for Iceberg: "The One Woman Show" - designed in dialogue with Martin Margiela 1st runway show.

IA LONDON is an award-winning Avantgarde label founded in 2017. The brand designs and manufactures sustainable and ethically-made womenswear with a strong artistic identity. The IA LONDON collections are entirely made in England. The brand was founded by Cambridge-based award-winning designer Ira Iceberg. Although not formally trained as a fashion designer, Ira studied fine art and printmaking. IA London's creative vision focuses on progressive design and aesthetics that challenge conventional notions of form, beauty and function.

The "Hourglass" collection shows sculptural black pieces tailored in London, so exquisitely crafted that showing them inside-out makes no difference. Alongside these signature pieces, IA London puts forward its new, more relaxed items, embracing staying-at-home lifestyle and comfort alongside out-of-the-box design: “Blushing Bunny Hoodie" - an enormous hoody with a cuddly bunny on the front - "to hug with"; spacious "Moon" T-dresses with oversized pets prints; transparent stretchy pieces with images of our half-broken, distorted, cloud ZOOM-selves. The collection is printed and manufactured in the UK, using GOTS Organic and OEKO-TEX Standard 100 certified fabrics and eco-friendly textile printing processes.

"IA London is interested in progressive aesthetics and challenging convention through distinct visual forms. Mental health, female empowerment, unconscious bias, belonging, the definition of beauty are all reoccurring themes in my collections and hopefully contribute to the diversity, openness and inclusion that the British Fashion stands for." - IRA ICEBERG, IA London founder and designer.

#aw21 #londonfashion #London #culture #fashion #fashionweek #londonfashionweek #lfw #modele #modelemagazine #fashionmagazine #magazine #sustainable #Avantgarde #IAlondon