IA London Fall 2021 The Hourglass Collection Photographer: Matt Leeves

Dear Shaded Viewers,

An interesting approach to sustainable, ethically-made fashion by Cambridge-based award-winning designer Ira Iceberg. It is no surprise that Iceberg studied art and printmaking, not formally trained in fashion. Iceberg’s visual identity focuses on two key elements: Form: an interest in the notion of space and its impact on silhouette; “how by transforming the form of the shoulders and the hips, the whole sculpture of the body transforms. Anything in between is the canvas.”

“Imagery: Iceberg’s former training in fine art and print making naturally led to the use of powerful imagery onto my garments; their presence is not for decorative purposes, but rather to explore a narrative and tell a story. The use of hand-painted digitally expressive artworks, painted directly on a garments pattern, allows me to fully control the visual execution, impact and narrative.”

Each episode of the collection corresponds with a designer that holds personal significance fo rIceberg:

“The One Woman Show” – designed in dialogue with Martin Margiela 1st runway show

“My Freedom Comes From Art” proposing an extension to Rei Kawakubo’s “My Energy Comes From Freedom”.

“The Hourglass (Transformer)” – after Alexander McQueen’s and Nick Knight’s “The Bridegroom Stripped Bare”

The pieces are tailored in London and crafted so well that you could wear it inside out. In addition to the 3 signature pieces are staying at home pieces “Blushing Bunny Hoodie” an oversized hoody with

a bunny on the front.

The collection is printed and manufactured in the UK, using GOTS Organic and OEKO-TEX Standard 100 certified fabrics and eco-friendly textile printing processes.







Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.