SPRING / SUMMER 2019
 

 

IRADA IS A BRAND THAT CENTERS AROUND THE IDEA OF FEMININITY THROUGHOUT MANY OF ITS COLLECTIONS. THIS YEAR, WE FURTHER EMPHASIZE THE LOOK BY GOING BACK TO THE PERIOD WHEN WOMEN FIRST EXPERIENCED THE CONFLICTING TRANSITION OF ROLES, FROM A HOUSEWIFE WHICH IS THE SYMBOL OF FEMININITY IN THE 50S TO A WORKING WOMAN WHO IS ACTIVE AND CONTRADICTS THE CULTURAL NORM. 

 

FOR THE SS 19 COLLECTION, WE REDEFINE THE ROLES OF WOMEN FROM THAT ERA BY INTEGRATING A MODERN ASPECT THAT BELIEVES THAT BEING PERFECT IS BEING ABLE TO CARRY OUT HER DUTIES FLAWLESSLY.

 

WE USE THE FEMININITY AND CHARACTERISTICS OF THE 50S FASHION, SUCH AS THE SHAPE OF A PENCIL SKIRT AND FLARE SKIRT, TO CREATE SILHOUETTES AND MORE DIMENSIONS BY LAYERING. WE ALSO USE OPTICAL ART FROM THE 60S TO CREATE MOVEMENTS AND HIDDEN IMAGES. WE EMPHASIZE THE ASPECT OF WORKING WOMEN BY USING TECHNIQUES FROM OPTICAL ART, SUCH AS SWINGING AND WRAPPING, TO CREATE PATTERNS ON THE CLOTHES. WE USE COLORS FROM THE 70S TO CREATE A SUMMER VIBE BY USING EARTH TONES AND CONTRASTING THEM WITH PRIMARY COLORS TO REPRESENT THE SOFTNESS FROM FEMININITY AND THE ACTIVENESS OF IRADA WOMEN. THIS COLLECTION IS THUS DESIGNED FOR A DAY TO NIGHT PURPOSE TO FINISH THE DAY OFF PERFECTLY.

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