THE HOURGLASS - IA London - Women's Fall 2021

The Hourglass
IA London Fall 2021
Womenswear

Concept:

What would you do 
If you had only three minutes? 
The Hourglass is ticking.

The pandemic made us reconsider the crucial things in life and what we choose to spend our time on. IA London's Fall 2021 "Hourglass" sharpens this reconsideration by limiting the time to "as long as the Hourglass is ticking”. 
The narrative, divided into three episodes, presented through the perspective of Ira Iceberg, IA London's founder and designer, whose family was affected by COVID-19, increasing the designer's own feeling of impermanence. Each episode corresponds with a designer that holds personal significance for Iceberg:
Martin Margiela, Alexander McQueen and Rei Kawakubo.