New collection
IRO
Some houses are born on a runway. IRO was born in a shop.
Founded in Paris in 2005 by brothers Laurent and Arik Bitton, the house opened its first address in the Saint-Germain-des-Prés neighbourhood. The name, IRO, was meant to be short and striking, like a signature you could rivet onto leather.
From the start, the house wore its inspiration openly: the American rock scene of the 70s and 80s. But IRO does not just quote rock, it builds from three crossed influences: New York vintage, Parisian romanticism and Japanese-inspired cutting precision. Out of this mix comes a wardrobe that never seeks uniformity, only mastered contradiction.
Leather, denim, contradiction
IRO's signature lies in a simple principle: mix what should not be mixed. Worked leather with floral prints, fitted cuts with loose volumes, raw materials with precise finishes. Weathered perfectos, raw denim, asymmetric knits: every piece is designed for a woman (and a man) free to compose their own wardrobe, rather than follow a uniform dictated by a runway.
This philosophy explains the house's trajectory: in about twenty years, IRO grew from a single Paris shop to more than 150 addresses and 600 points of sale worldwide, from Soho to Los Angeles, via London, Seoul and Shanghai.
The house today
Twenty years after its creation, IRO remains true to its founding idea: a wardrobe for independent women who don't need to dress up to assert their style. The pre-fall/winter collection continues this exploration with a tightened palette (deep black, camel, khaki, touches of burgundy) and a play of layering that remains the house's signature: structured blazers with a marked shoulder, long wool coats, worked leather and precisely cut denim.
IRO, in store
A selection of the latest IRO pieces available in store, chosen with the same care as the rest of the Le Shop 17 selection.
An IRO piece is worn, not guessed
The mix of materials that makes up the IRO signature cannot be judged from a photo. You need to feel how worked leather drapes against the skin, see how an asymmetric knit moves on the shoulders, understand how a structured blazer shapes the silhouette once worn.
Trying it on in store changes everything: that is where the precise cut the house is known for really shows.
Discover IRO in Cannes
The IRO selection is on display in store, at 15 rue Notre-Dame, 06400 Cannes, Monday to Saturday from 10am to 7pm. For a question of size, availability, or to arrange a fitting, the Le Shop 17 team can be reached at +33 (0)4 93 39 46 46, by email at info@leshop17.com, or on WhatsApp. Follow the shop's news on Instagram too, @leshop17.
Also worth reading: our Cannes Lions creative wardrobe guide.
0 comments