IA LONDON London Fashion Week SS21

Friday 18th September at 7:15pm

Backstage at London Fashion Week with TONI&GUY International Artistic Director Indira Schauwecker as she creates the Spring/Summer ‘21 look for IA London using label.m Professional Haircare

The Hair

  • What’s the inspiration behind the hair?

    Adopting a radical ‘PAPERHAIR’ concept, International Artistic Director Indira Schauwecker proposes an interpretation of the ‘memories = photographs = paper’ concept with the use of a wig.

    The Collection

    What’s the inspiration behind the collection?

    “The Girl Who Collected Memories” is a story of an imaginary character Rei. Amidst a Global Pandemic, as many of us, Rei feels insecure and out of control, like a leaf taken by the wild stream. To confront this feeling, she collects family photos of the people she never met and wears them as her clothes. Bringing her the feeling of belonging to the extended Global Family, these photos become her “armour”, protecting and empowering her. IA LONDON’S SS 2021 emerges from the context of a Global Pandemic. Proposing her point of view, designer Ira Iceberg symbolically uses light backgrounds, to oppose the darks, and silver-coated textiles as a base for the photographic prints, to emphasise their symbolic “armour” meaning. Iceberg also continues exploring the relationship between the body, form and image.

    Get the look

    Top Tip 1

    Apply label.m Wax Spray and create three braids from the root to the nape of the neck – two either side of the face following the hair line and one using the remaining section at the back

    Top Tip 2

    Be sure to leave a few strands of hair loose around the temples. This will allow the wig to blend in with your own hair.

    Top Tip 3

    Use a needle and thread to sew wig in around the hair line for extra security.

    Hero Product


    About IA LONDON

    • IA LONDON is a British Award-winning Avantgarde fashion brand, delivering artistic content in the form of distinctive-looking garments and accessories...

    More IA LONDON shows

    • London Fashion Week AW21

    • London Fashion Week AW20