IRO Store Launch: Double Bay: Sydney

IRO store launch - The Preatures performance - Photo- Ken Butti(0021) IRO store launch - The Preatures performance - Photo- Ken Butti(0021)


The new IRO store in Double Bay was bursting with guests at the brands official launch of their first Southern Hemisphere store.

Australia’s ‘it’ rock band The Preatures, fronted by style maven Isabella Manfredi decked out in IRO rocked it out hard to captivated crowd. Izzie gave some of her best moves, guests couldn’t get enough of the band…all pushing forward to capture photos on their phones…an instore ‘fashion’ mosh pit.

IRO, a Paris based fashion brand founded by brothers Laurent and Arik Bitton in 2005. With a background in the music industry Laurent & Arik decided to channel their love for Rock into a different medium:fashion.

Inspired by music and fashionable women in their inner circle of friends they decided to create a clothing line that had a distinct vintage feel and at the same time mirrored nonchalant, easy chic style. By combining great craftsmanship, attention to details and the finest materials the IRO collections found their own unique voice within the fashion world.


IRO store launch - atmosphere - Photo- Ken Butti(0006) IRO store launch - atmosphere - Photo- Ken Butti(0012) IRO store launch - The Preatures performance - Photo- Ken Butti(0005) IRO store launch - Damien Woolnough  - Photo Ken Butti(0105)

In 2006, the first IRO flagship store opened its doors in the famous Saint Germain des pres district in Paris. The first store was quickly followed by another location on Rue Vielle du Temple in Le Marais and later in 2011 another two stores opened on Rue Etienne Marcel and Rue saint Sulpice, then global expansion including a New York flagship store, Zurich Switzerland, Beirut Lebanon and now Sydney Australia . Today, IRO has over 20 stores worldwide with both Men’s and Women’s categories offering ready to wear, accessories, footwear and small leather goods.

IRO has gained a cult following with the most fashionable celebrities such as Kate Moss, Gwyneth Paltrow, Scarlett Johansson and Drew Barrymore to name a few.

I’m a bit of a fan myself…

IRO store launch - Georgia Martin, Sara Donaldson - Photo- Ken Butti(0031) IRO store launch - Kate Stanway, Lizzie Barbaczy, Jo Mooney  - Photo Ken Butti(0077) IRO store launch - Nicole Miller Singer, Jana Bartolo  - Photo Ken Butti(0081)

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