KALTBLUT presents THE SYMPTOMS OF GRAVITY by IA London! The story is built around the dying flowers of IA London’s S/S19 collection prints: the flowers appear to be pulled down to the ground by the power of gravity.  But what underlays the story is a metaphoric interpretation of the gravity, as of ageing and decay, not only of the flowers but of our own bodies being inevitably pulled into the ground.

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. Each print can be adjusted to fit any of the garments. 

IA London is leading the personalisation of fashion, ultimately offering a unique design structure and business model to high-end international retailers: a variety of diverse authentic print options on individual garments. Curated by the buyers themselves, every collection is tailored to the specific needs of their local audience, which effectively improves sales performance. From its first season, introduced in summer 2017, IA London successfully addresses the global unprecedented demand for unique pieces and personalisation. Currently, collections and accessories by IA London can be found in 8 countries: Japan, Germany, Austria, Lebanon, Ukraine, the USA, Italy and the UK. We look forward to continuing growing our profile and our customer base and to introduce IA’s unique collections also to rapidly developing emerging markets.

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. IA upcoming and highly anticipated Runway AW19/20 will take place on February 19th at the official London Fashion Week venue at 180 The Strand.

Model: Siobhan Blackburn @siobhan_blackburn of Model Students Agency @modelstudents

Photography, art direction, HMUA: IA London @ia_london /

All fashion/accessories at all images are by IA London