Garden Tour Fashion Partner: IRO
at Virginia Robinson Gardens
IRO was started by two Parisian brothers, Laurent and Arik Bitton in 2005. Originally a musician, Laurent was the lead guitarist and singer in a rock band in New York City. However, he eventually decided to join his brother Arik, also a musician, to start a fashion business. In France, the parents of the brothers ran a womenswear line for twenty years. This family experience in fashion helped the brothers when they decided to design their own line. Starting with a small collection of cool, casual and stylish tees, jeans and dresses, they expanded their line globally over time. Vintage-inspired, IRO combines a rock and roll sensibility with an effortless, Parisian chic. The reason the brothers decided to name their brand IRO is very heartfelt. Laurent always views his brother Arik as a hero, hence the name IRO, which is how hero sounds, spoken with a French accent!
Since the IRO brand did extremely well at Barney’s, Neiman Marcus and other department stores in Los Angeles, the brothers decided to open a store in Beverly Hills to be part of the community, and to build brand awareness. This beautiful store is their largest in the world, and showcases 100% of the collection from Paris. Jyoti Lohman, the General Manager of the boutique and Daniellah Davidson, both coming from a personal stylist background, emphasize a one-on-one, personalized service.
We ask our customers about their lifestyle needs, so that we can style them from head to toe. You leave with a full look,” said Daniellah. There is a full line of shoes, belts and jewelry, with handbags coming in the fall.
“We want to make it a very welcoming, personal, and fun experience; our service is what makes this store so special,” explained Jyoti.
One of their iconic items in their line is the leather jacket, beautifully constructed and available in different colors every season, along with the classic black, white, and nude hues. “Season after season, it’s one of our bestsellers,” Jyoti commented. Another very popular signature piece is a more modern version of a Chanel-like jacket that the store carries in many colors. These classic pieces are updated with a French flair that feels “modern and timeless.”
A favorite of many celebrities, IRO is worn by Kate Moss, Gwyneth Paltrow, Jessica Alba, and Anne Hathaway among others. Jyoti added that the models Gigi Hadid and her sister Bella Hadid are huge fans of IRO, and in every episode of the Real Housewives of Beverly Hills, someone is wearing IRO. “A lot of celebrities love IRO, because it’s easy, cool, and perfect for travel. You feel like you’re dressed up, even though you are super casual,” Jyoti said. That the clothes travel well is an added bonus; they are easy to pack, and don’t wrinkle. Jyoti also emphasized that there is something for everyone in the family—grandmothers, mothers, daughters, fathers and sons!
Seeing and trying on these exceptional clothes in the store is a delightful experience, and what an exciting and exquisite fashion show it is sure to be, on the day of the Garden Tour at the Virginia Robinson Gardens! We are truly lucky to feature IRO! Here are some of the pieces from the collection:
IRO is located at 325 N. Beverly Drive, Beverly Hills California 90210 www.iroparis.com
To learn more about the 28th annual garden tour, go to: www.robinsongardens.org/2016-garden-tour
Post by Linda Meadows
Friends of Robinson Gardens