IA LONDON - THE ART OF FASHION
IA London is a British Avantgarde fashion brand that offers a variety of women’s and men’s garments and accessories, designed and made to the highest quality here in the UK.
IA’s founder, Cambridge-based designer and creative director Ira Avezov, begins her design process by creating a series of hand-drawn digital artworks, much like paintings, which become the surface of IA’s garments. Ira then digitally designs the form of the pieces, to create wearable artworks. Each print can be adjusted to fit any of the garments.
All IA London's garments and accessories are designed, printed and finished in the U.K., using fine textiles and advanced digital printing technology.
Our long-term involvment and expertise in silk and digital textile printing and unique self-developed design process allow us to create garments with distinctive appearance. Working on the prints selected by the buyers from our evolving library of authentic artworks, we never just "copy-paste".
Instead, we carefully re-design every artwork directly on the pattern, to create a perfect fit.
Our partnership with one of the most advanced U.K. digital textile printing specialists allows us to preserve original rich colours of the artworks while transitioned to fabric, and print on more than a hundred different textiles, including silk, cotton, linen and fine wool.
Finally, the prints arrive at boutique factory in West London, where they are individually cut, sewn and finished (often by hand) and shipped to our retailers and private customers around the world.
Why do we put so much effort into this complex, time-consuming and expansive manufacturing process? Because the world is already overwhelmed by faceless mass-produced clothes that evoke no emotion.
Every time I look at their work, it looks like naturally handmade. Handmade it is not simply printed, it was like painting.
– Yohji Yamamoto
In summer 2018, only a year after IA's first collection was introduced, the brand was selected by On|Off London to be supported and showcased during London Fashion Week SS19. On|Off London has been instrumental in launching several major British and international fashion designers such as Gareth Pugh, Peter Pilotto and J.W. Anderson to name a few.