With newly-opened stores at The Dubai Mall and Mall of the Emirates, MOJEH speaks to the design duo responsible for IRO Paris. The men behind the brand — brothers Arik Bitton and Laurent Bitton — discussed the birth of their contemporary label, Middle Eastern style, and a return to eveningwear.
Tell us about Iro Paris
The name comes from the way we pronounce “hero”, it sounds like “iro”. We like to be fully behind the brand by sharing our inspirations and projects with our customers, as it’s something you never see – the behind the scenes. We come from a music background, which is very ironic in our collections.
Arik and Laurent Bitton
What has inspired you for IRO Paris AW19 collection?
The AW19 collection was inspired by the parties of the ’80s and ’90s, the sexy, shiny dresses, but styled in a soft way. In the ’00s, especially in America, we saw people wearing jeans and a sweatshirt to work and then wearing sexy dresses in the evening to go out. We believe that today we are coming back to that, dressing cool and casual in the day and then sexy in the evening. There is a need for seduction in our nightlife.
IRO PARIS AW19
Why do you think IRO Paris AW19 collection will do well in the Middle East?
We believe that the region loves to enjoy life, to share moments and parties, and live in the moment with all the intensity that brings.
IRO PARIS AW19
What do you admire about the style of the women in the Middle East?
Today, with all the social networking, fashion is more globalised, so we see cool girls in the Middle East just as we see cool girls all around the world. We are excited by the fact there are so many of these cool girls who can repurpose different looks and perceptions of fashion. We are convinced that the Middle East has a lot to say about fashion.
IRO PARIS AW19
What are your favourite pieces in IRO Paris AW19 collection and why?
Eveningwear
All the sexy and shiny dresses! We are big fans of eveningwear, so we came back to it:
- Bora Asymmetrical Leather Dress
- Sulvi Asymmetrical Leather Mini Dress
- Cloven Long Linen Lamé V-Neck Dress
- Raven Short Asymmetrical Silk Dress
- Shanon Asymmetrical Long Dress
- Nahia Asymmetrical Printed Dress
- Seona Short Frilly Dress
- Haidi Asymmetrical Sequined Dress
- Isidara Long Fitted Backless Dress
- Adjo Ribbed Off-The-Shoulder Dress
- Camelia Asymmetrical Short Dress
- Izila Short Fitted Dress With Straps
Oversized coats and high-waisted trousers
We also love the oversized coats and high-waisted trousers that can be mixed with big knits and a high-waisted belt:
- Dylan Oversized Leather Jacket
- Fano Oversized Leather Jacket
- Garazi Oversized Suit Jacket
- etc.
Visit the IRO Paris stores at Mall of the Emirates (+971 4 222 1890) and The Dubai Mall (+971 4 362 7500)
