IA LONDON’S SS 2022 Collection corresponds with Tadao Ando and the idea of “The Weightlessness Of Concrete”. A self-taught architect and Pritzker prize 1995 winner, Ando uses concrete as a primary material, providing a sense of cleanliness and weightlessness.

www.instagram.com/ia_london // www.ialondon.com

IA London’s founder and self-taught designer Ira Iceberg applies this idea to garments’ making and creates (almost) weightless “Concrete” by printing concrete reinforced wall’s texture on fabrics. Constructing the garments from this “Concrete” fabric, Ira follows clean geometric lines. Deep cuts on the “Concrete” surface of some of the garments are there to create contrasts of light and darkness.

Blue Fossil and Wild Rice print (created by glueing rice flakes one by one on a fabric surface to make an initial pattern) complete the collection, bringing a sense of connection with nature.

“All items and accessories are manufactured entirely in England, using sustainable and ethical practices. Our fabrics printed using digital printing, an eco-friendly printing process, producing less waste and uses Azo dye-free certified inks. Most materials have an OEKO-TEX certification or are made to European REACH standards.rm”

About IA London
Established in 2017, IA London is Fashion Scout’s “Ones To Watch” Award recipient, London Fashion Week designer, British Fashion Council member and VOGUE’S “New Name To Know From LFW Fall 2021 Season”

Founded by Ira Iceberg, Cambridge-based, self-taught in fashion. Visual identity is driven by experimentation with form and imagery. All garments and accessories are entirely manufactured in England, using sustainable and ethical practices.

“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.

Photography | Matt Leeves @matt_leeves
MUA | Lans London @lanslondon
Hair | Efi Davies International Artistic Director @efidavies /
TONI&GUY @toniandguyworld
Original Soundtrack | vōx @itsmevox

Cast | Lydia @lydcannizzaro
Casey @y2kccc
Siu Hei @siuhei_dd
Alexandra @Alexandra.ramirez.suarez
Violet @snailcoma
Alise Jane @alisejane_daily
for ARRAY @arraymodels