Our Story

The IREA Inspiration

Formal wear for women has changed over years. From emulating men’s formals (shirts, trousers and suits) in monotonous colour palettes of black, blue and grey, to finding one's own individuality, office wear has evolved beyond imagination.

Straight jacketed solids and simple cuts are now perceived as boring by Gen X and Y. The covid pandemic has further led to casualization of office wear.

IREA Life began as an experiment when we approached global fashion designers from across the world to design smart casuals and formal wear for women. The brief given? Make designs that are fun and interesting with unique styles. The output formed the cradle for launch of IREA Life.

IREA styles are designed in the global fashion capitals of the world such as New York, Milan, Paris, Tel Aviv, Moscow, etc. And yet manufactured locally. We are a proudly ‘Made in India’ brand.

We have designed clothes that are vibrant, infused with silhouettes and cuts that are elegant and yet very cool – Smart Casuals to Formals that fit perfectly for the ‘New Corner Office’ or for those casual lunch dates or travel holiday.

IREA is pulling smart casuals to formal wear out from its old boundaries of ‘boring’ and thrusting it into the next decade, for the woman of tomorrow.

The IREA Woman

The IREA woman sets new standards everyday. She questions established beliefs and carries her true self everywhere. Her personal style is very modern, aspirational, she looks to go beyond conventional styles and corporate colours.

WOMEN BEHIND IREA

Devi is a real estate investment banker. During her 20 years stint in companies like KPMG, Deloitte, JLL and Anarock, dressing up for work had become a happy morning ritual.

During her travel to countries like USA, UK, Singapore and Hong Kong, shopping for office wear was a necessity driven by lack of good and cool styles back home in India. This gap of cool and evolving styles drove Devi to experiment with some designs with the help of global fashion designers. The output that came out of that experiment set the seed for this venture.

Fashion for Devi is also a vent for her creative bent of mind. With a fine eye for detail and aesthetics, and business sense of mind, Devi hopes to bring in the best of global fashion to the Indian woman. During her free time, Devi does photography, travels, reads, and is also a Kathak student. She is an absolute dog lover.

Aparna is an astute media expert with over 17 years of experience in advertising, marketing and public relations. Aparna is a social media influencer and loves fashion. Her fashion style is cool and fresh.

Aparna’s love for all things fashion drew her to IREA. Being from an advertising world, her strife to find formals that are fun and lively was a constant challenge. She joined IREA to draw upon her marketing skills that she employs regularly for her personal branding and pursuits including photography and tarot reading.

Aparna is a professional photographer and is an avid tarot reader and finds a balance in her life by juggling her professional life with her creative pursuits. She is the founder of Panache Photography and her street photographs have been published in leading newspapers and magazines. When she is not working or capturing photographs, she practices tarot reading under the name of Tarot Warrier. She is an avid reader, writer and a passionate movie buff.