“The Girl Who Collected Memories” is a story of an imaginary character Rei. Amidst a Global Pandemic, as many of us, Rei feels insecure and out of control, like a leaf taken by the wild stream. To confront this feeling, she collects family photos of the people she never met and wears them as her clothes. Bringing her the feeling of belonging to the extended Global Family, these photos become her “armour”, protecting and empowering her. Her sense of Togetherness is growing like a flower.
IA LONDON’S S/S2021 emerges from the context of a Global Pandemic. Proposing her point of view, designer Ira Iceberg symbolically uses light backgrounds, to oppose the darks, and silver-coated textiles as a base for the photographic prints, to emphasise their symbolic “armour” meaning. Iceberg also continues exploring the relationship between the body, form and image.
The collection features deconstructed tailored pieces alongside Art-essentials. Extending brand’s popular accessories line, IA London introduces “Collectables” (limited edition printed tote bags) and a nostalgic Blushing Bunny Toy (an oversized handbag). All clothes and accessories are entirely made in England using sustainable and ethical practices.
SS21 campaign is IA London’s collaboration with London-based Drawing Cabaret Couture, an independent life drawing production company.
Uniquely creating Haute Couture performative drawing classes and providing artists around the world with the most inspiring new life concepts every week, Drawing Cabaret Couture was founded by professional dancer & model Janet Mayer (of J’adore La Vie, London’s high-fashion Cabaret) and set designer and artist Matthew Lawrence.
Creative Director/Fashion Designer: IA London
Photographer: Matt Leeves
Model: Janet Mayer @OXYGEN MODELS
Set Designer: Matthew Lawrence
Hair Stylist: Toni&guy
Makeup Artist: Lans London
Videographer/Director: Morgan Tedd
Hair & Makeup: Indira Schauwecker