Iro (Paris, France)

It's no secret that the whole 'rock chick' look is all the rage and easily available in most high street stores or from big-name designers. It's an easy trend to sell, as it mainly involves a lot of black leather, distressed denim and a fair amount of studding, yet many of the examples I've seen miss the mark either by taking it too far or providing pieces you can do better yourself. In any case, the last thing you want to do when wearing something that's supposed to be cool and edgy, is look like you tried too hard. I'm guessing this is also why so many prefer to take the DIY route when it comes to shredding and fading jeans or studding a bag. Besides being cheaper, it looks a little bit more authentic - more wearable than the luxury version and less artificial than the high street counterpart.

FW09 campaign (images: Iro).

This has made me wonder how actively involved the designers behind these looks are in the music scene - do they go to concerts? Do they check out what indie bands are wearing on stage? Do they observe the clothing of the fans? It's easy enough to pick a popular musician as a muse, but to capture the vibe of an entire genre is slightly more tricky. I'm guessing it's why the French brand Iro is so successful. Unlike many other labels out there, this one wasn't started by businessmen or fashion experts, but by two brothers - Laurent and Arik Bitton - both come from the music industry and yes, they had a rock band as well. Back in 2002, despite a lack of design experience, they decided to channel their love of rock music into a different medium: fashion. Inspired by the assertive and cool women in their circle of friends who had an original sense of style, they created a clothing line that had a distinct vintage feel (mainly 70s and 80s) and at the same time mirrored big city chic, focusing on a style that would feel at home in Paris, Tokyo or New York.

Front area with a table full of boots, accessories and basic tees.

In 2005 they opened the first boutique in Paris' St. Germain and a year later, added accessories to the range. These days the collection can be found in over 16 countries and the looks, while still vintage-inspired and very rock-chic, now also include an assortment of patterned items and light airy pieces. A lot of the Bitton brothers' design ideas are based on their observations of Parisian streetstyle. Even though the name Iro was taken from the Japanese word 'color', you won't find a lot of colorful clothing here - gray, black, white and a few other toned-down shades dominate the palette. And the rock influence is only one aspect of the brand: the focus lies on using good quality materials, predominantly leather of course, but also cashmere, silk, fine cotton and thick wool. Despite the popularity of the label, there are currently still only two flagships in the world: both are in Paris, but the larger and more design-oriented store is the newest one in the Marais district, which is also the one I tend to go to.

Slouchy bags and peep-toe boots (right).

If this particular boutique can be described with one word, it's probably 'circular', because it's this element, that's reflected on the ceiling, in the furniture and in the general store layout. Unlike the St. Germain store, which is smaller and relatively basic, this one has a more modern and unique feel. Of course if you're like me, you're probably going to ignore the shop design at first and head straight to the accessories and tees laid out on the large table at the entrance. The peep-toe wedge bootie seems to be a hot item there at the moment, and I spotted this suede creation in various colors throughout the shop. But it's the charcoal slouchy bag near the entrance I fell in love with, as well as the soft basic tank tops.

Soft knits as a staple for Fall (left).

Most of the items towards the front area were from FW09, so there were a lot of blacks and grays. The bestseller, the perfecto leather jacket, could be found alongside studded leather vests, cropped denim jackets, tailored coats and plaid shirts. Anyone in love with the distressed look will be happy to find the torn woollen sweaters and mildly shredded tights. They also had some really nice thigh-high suede boots in black and dark gray, along with last season's fringed ankle booties.

Cash desk (left) featuring an assortment of jewelry (right).

Although many of the items would be fit for a tomboy, you'll also find a lot of items that display feminine chic, whether it's the cute mini-skirts, fringed dresses or the tailored blazers. It's also worth taking a look at the jewelry near the counter - I had no idea they produced such accessories as well, but the silver bangles and chain necklaces are bound to complete any outfit.

Back area (left) and more FW09 items such as the sequined vest (right).

At the time I went, some SS09 items were still available on sale (mainly tartan blouses and faded jeans), but I'm guessing that by now more Fall items will have replaced last season's pieces.

Fringed boots and basics such as jeans on display.

If you're ever in town, I'd definitely drop by, especially if you're wanting to channel the rock vibe, but also if you're just looking for some well-made basics. The good thing is that Iro is widely available throughout the world now, so check out the stockists on their homepage. Alternatively you can also get some pieces online via Shopbop or Revolve Clothing.

A selection of FW09 looks (images: Iro).

Address: 53 rue Vieille du Temple, 75004 Paris
Opening Hrs: Mon-Sat: 10:30-19:30
Iro Homepage