French Fashion Label IRO Appoints Its First-Ever Artistic Director

Paris always knows how to make an entrance. This season, the city’s quiet hum includes a decisive move from Iro, the rock-chic label beloved by women who live for texture, tailoring, and a touch of edge. The brand has appointed its first-ever artistic director, a signal that creative clarity matters more than ever in accessible luxury. Consider it a promise: sharper design, unwavering quality, and that effortless French cool—without shifting the price dial.

A New Creative Chapter for Iro

Under chief executive Isolde Andouard, who stepped into the role last year, Iro is sharpening its point of view while keeping its positioning steady. With annual revenues hovering around 100 million euros, the strategy is clear: elevate the experience, not the price.

In today’s premium space, what truly stands out is craft—cuts that flatter, materials that last, and design that feels relevant from day to night. Iro’s new artistic leadership is designed to deliver exactly that.

Why this shift matters now

Design with purpose: Clearer creative direction for a stronger brand identity.
Quality, always: Precise fits and premium fabrications remain the baseline.
Price stability: Elevated value without moving into a new bracket.
Global mindset: Collections shaped for an international, fashion-aware clientele.

Meet Nicolas Rohaut

Iro’s newly appointed Nicolas Rohaut brings a youthful, modern lens shaped at houses like Lanvin, Dior, and Rabanne. His approach is grounded in the kind of luxury that never shouts—meticulous care, thoughtful details, and clothes that hold up in real life.

That philosophy suits Iro’s DNA. Founded in 2005 by brothers Arik and Laurent Bitton, the brand has always blended Parisian polish with a downtown beat. Rohaut’s task is to make that rhythm feel even more current.

The design direction

Rohaut plans to amplify the label’s signatures while expanding its visual language. Expect a renewed focus on leather, denim, and cable knits, paired with original prints designed to be instantly identifiable.

Behind the scenes, a 15-person workshop in Paris anchors production. It’s a scale that keeps quality close and the creative loop tight—details beauty-minded shoppers can feel the moment a piece slips on.

An Iro store in Los Angeles. Courtesy of Iro

Global Footprint, Focused Growth

Owned by China’s Ellassay group, Iro reaches clients through around 100 boutiques and more than 600 additional points of sale worldwide. That breadth has helped stabilize performance in a choppy market for accessible luxury.

Andouard, an Asia specialist with experience at SMCP and other contemporary players, is steering the next phase of international expansion with a measured hand.

Asia leads, the U.S. accelerates

Geographically, Asia and the United States are Iro’s brightest spots, while parts of Europe remain more tempered. Last year, the brand opened roughly 10 stores, primarily in China and South Korea, and will continue to grow where momentum is strongest—carefully and at a sustainable pace.

In the U.S., Iro has regained control of its wholesale operations and now runs a SoHo showroom above its New York flagship. The brand is also investing in storytelling through collaborations that align with its ethos.

Joyjah Estrada, Jeniece Blanchet, Sami Miro, Tunji Rochelle, Aleali May — Joyjah Estrada, Jeniece Blanchet, Sami Miro, Tunji Rochelle, and Aleali May at the launch of Iro’s collaboration with Sami Miro Vintage. Courtesy of Iro/Kyle Goldberg

What This Means for Your Wardrobe

Think refined rock chic: sleek leather that frames the silhouette, lived-in denim with a couture-level eye for proportion, and knitwear that reads as modern armor. With Nicolas Rohaut at the helm, the pieces you love from Iro will feel more intentional—and more collectible.

For Malibu Elixir’s beauty-obsessed tastemakers, that translates into textures that complement luminous skin, tones that flatter, and shapes designed to move with you from morning ritual to evening glow.

Style takeaways to watch

Signature staples, upgraded: Leather, denim, and cables reimagined season after season.
Distinct prints: Proprietary motifs that mark each piece as unmistakably Iro.
Fit-first design: Cuts engineered to elongate and empower.

If you’re drawn to polish with personality, keep Iro on your radar this year. I’ll be watching closely as the first collections under Rohaut land—and sharing the standouts that pair beautifully with a fresh face and a confident stride.

Ready to refine your uniform? Join me in discovering the next chapter of Iro—follow along, save your favorites, and let your style tell the story before you say a word.