FROM Paris with love comes a new brand dedicated to the young fashion lover – AB irato. Started by Alexandre Miel and Benjamin Moureau, the label’s name stems not just from the designers’ initials but also from the Latin phrase ab irato which means “what comes from irritation”.
As a result, the label is all about creating fashion statements that provoke and prod the sensibilities of style perception.
“AB irato is a label of French rebellion,” says Alexandre Miel, one of the designers.
“It is a collection where you find a witty style, ironic and full of humour associated with fine finishing and a sharp sense of trend. We are young, modern, funny and very Parisian!”
Aiming to appeal to “[Y]oung, modern fashionistas…[W]ith a serious sense of humour and a sharp sense of trend,” AB irato is yet another of the funky new brands that will be featured at Glamour Incorporated’s trunk show later this month.
Miel, who had previously spent seven years working for Christian Dior and another at Lanvin, is best known as a rebel in the fashion world.
His out-of-the-world creations test the boundaries of concepts and reality, with each design answering the existential question of “Am I, or is this real?”
As such, expect the softest Italian leather being transformed into shiny bright vinyl or the use of plastic panels to dresses, skirts and even tracksuits.
In their world, they toy with the idea that nothing is as it seems and illusions, adding humour to fashion, a strong philosophy behind the brand.
Throw into the equation interesting shapes and proportions alongside crazy prints in bold colours and you have a range of clothing with a very distinct identity.
Outlandish as their designs may sound, Miel remains confident that their designs will be well received in the Singapore and thus the Asian market, more conservative fashion-wise though we may be.
“We already know there is very good interest for our label on the Asian market as we already sell in Japan(even though it is a very specific market) Hong Kong and China,” says Miel.
“Asia is very interesting as it is young, fresh and full of very positive energy. People are starting to experience the whole fashion culture and they demand new products.
Even though they still tend to be attracted by big names, now they (are starting) to search for specific and original labels.”
More importantly, the duo sees Asia as the next big step in their plans, remarking that they are “very proud and excited” to be making headway into Singapore and thus the rest of the region.
Concludes Miel: “This a good representation of our label and more visibility for us. As the Asian market is so big it is important to be seen.”
This article was first published in The Business Times .
