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In the 13th century the oldest psychiatric hospital in the world, the Bethlem Royal Hospital, opened its doors in London.

Commonly known as Bedlam, it became a London's landmark so famous that tourists would visit it alongside Westminster Abbey and the London Zoo, and so notorious that the name came to mean confusion and chaos. It is here where

IA LONDON took us to for AW20.

IA LONDON’s experimental and innovative ideas look beyond societal norms of what was and is considered as acceptable, in order to disrupt

the status quo. Designer Ira Iceberg, influenced by

Ken Kesey’s novel ‘One Flew Over The Cuckoo’s Nest”, which depicted
asylums as a mechanism designated to de-face and break the patients; takes a stand against the stigma mental health has had and continues to have in modern society. By telling the stories of people who attended the infamous Bedlam, where patients were treated by being spun in chairs in front of paying punters, amongst other bizarre treatments,

 

IA LONDON challenges what we understand to be fashion with a theatrical presentation and a view of reality.
Through a groundbreaking collection full of striking reconfigured pieces that force the viewer to consider fashion as art, the brand taps into the complexity of the human mind and the meaning of mental health. AW20 sees sculptural shapes often deconstructed, dark colours in contrast with yellow hues that perfectly showcase Iceberg’s technical expertise, as well as unique digitally printed paintings featured in the garments.

 

Founded in 2017 by Cambridge-based designer Ira Iceberg, IA LONDON is a British Award-winning Avantgarde fashion brand, delivering artistic content in the form of distinctive-looking garments and accessories. All garments and accessories are produced in England using eco-friendly fabrics, ensuring a sustainable manufacturing process.

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Credit:

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• Designer: @ia_london

• Hair: @toniandguyworld @labelmuk

• Makeup: @solentmakeuppro @ahoy.mua @sheacaulfield_ @georgia_papa @scaufield311

• Production: @fashionscount

• Models: @barnestwins @siobhan_blackburn @captnnn @sanna.kelly @juliakristina.m @maria.caminoo

• Production: @fashionscount

• PR: @asvcomms @youngbritishdesigners.com_

• Photo: @zuzu.valla