French brand IRO was created by two brothers in 2002. Laurent and Arik both come from a background in the music industry. Initially having a limited knowledge of the fashion industry they have created a brand with a mix of French Parisian chic and casual luxury. This season the focus is on loose fitted tees and the perfect fit skinny jeans. We interviewed Laurent Bitton on his SS14 range, the new IRO Jeans and how he likes to unwind.
DONNA IDA: What is the IRO girl wearing for SS14?
Laurent Bitton: 'Transparency has a significant role for the SS14, there is a very modern mood with lots of graphic embroideries. The collection is very fresh, very white and pure while still keeping in line with IRO's rock and edgy style.'
DONNA IDA: You’ve recently introduce IRO Jeans, why did you want to introduce denim into IRO?
Laurent Bitton: 'Because we have always been inspired by an easy masculine wardrobe, adapted to a woman's body. Oversize jackets, chunky oversize knits, and laid back pants, for a slightly boyish style have always been a part of the brand's spirit.'
DONNA IDA: Where do you see the future of denim?
Laurent Bitton: 'I see it everywhere, I think it’s a basic item in our life which always remains because it represents a certain cool attitude, something that gets used in our day to day life. The great thing about denim is that it only looks better with time, it ages with you through life, gets older and more damaged with time.'
DONNA IDA: Which style of jeans is your favourite?
Laurent Bitton: 'A fitted style with a boyish shape. We believe it's just as important to feel comfortable in your jeans as it is to have a great fit and style. Which is why we have designed a fitted boyfriend jean, it's not exactly a boyfriend cut but it has the same comfort you would find in a boyfriend jean. Of course we still have our best skinny cut, which has been our basic for the past four years and it still remains our best seller.'
DONNA IDA: Where in the world are girls best dressed? What kind of style do you admire?
Laurent Bitton: 'The kind of style we admire is the fun urban city look, the metropolitan lifestyle of dressing for big events from day to night. It is a cool attitude that you will find in all major cities but adapted in their own way such as New York, Munich, London, Paris, or Melbourne. IRO is a very international brand and that is why women from all different cities in the world can be found wearing the brand.'
DONNA IDA: Where is your hometown?
Laurent Bitton: 'It’s in between New York City and Paris.'
DONNA IDA: Where is your favourite place to unwind?
Laurent Bitton: 'My favorite place to unwind is near the sea, on a beach where I can sit and relax, having a beer with some friends…'
DONNA IDA: What’s on your iPod at the moment?
Laurent Bitton: 'The Blue Marlin application from Ibiza. I really like the restaurant because it reflects the cool, and relaxed life of Ibiza. They have a radio that we can listen to and sometimes I put it in my showroom during the sales of fashion week and everybody loves the music.'
DONNA IDA: What’s your favourite food/restaurant?
Laurent Bitton: 'I like typical American style food like hamburgers, and hotdogs, but sometimes I enjoy just eating in a traditional Parisian brasserie…Actually I like everything!'
DONNA IDA: Where do you like to shop?
Laurent Bitton: 'I like to shop in New York and Tokyo.'
DONNA IDA:Where’s your ultimate holiday destination?
Laurent Bitton: 'My favourite holiday spot is Los Angeles, I love being on the West Coast.'