Orseund Iris
The Instagram IT Girl, Seasonless and Timeless​
Lana Johnson wasn’t satisfied with [just] working for other companies. “I’d rather be a failure than be mediocre,” said Johnson in an interview with Nicky Campbell at CFDA. Thus came the birth of Orseund Iris, a seasonless brand, from scratch in Brooklyn, New York, in 2016.
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The luxury brand embodies a timeless, vintage, yet modern style. Their pieces can range from being very classic and mature, playful and fun, to sophisticated and chic. All of their pieces are versatile enough to be worn casually in the streets of downtown New York, or to Fashion Week as a statement piece.
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Orseund Iris manifests itself in the ethereal, feminine, natural, effortless, strong and powerful style. It-girls such as Emily Ratajkowski, Bella Hadid, and Kylie Jenner often rep the seasonless brand. Influencers such as Ashley from Best Dressed, also donned the Darling Dress and the Le Playsuit — suggesting that the brand mostly appeals to a younger demographic of women.
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Instead of following seasonal collections in the fashion world, Johnson drops pieces as she wills. She established her brand primarily through social media, such as Instagram, as her main source of connecting with her audience and promotion of her label. With that, she uses first hand feedback from her cult followers as inspiration when creating new styles. Orseund Iris further connects with their customers personally by introducing their models — from their names, and height, to sizing.
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Orseund Iris puts emphasis on attention to detail and high quality craftsmanship, which makes for longevity and durability in their garments. Because they’re a small brand focused on quality, they have very limited pieces; thus, creating higher demand. That is also why they are pricier than most others. Their garments can range from $80 to $3000.
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While Lana is transparent about using natural materials in some of her pieces, such as vegan leather, she notes that trying to find sustainable options for every piece is not easy; however, she is happy to accept a challenge working towards becoming more sustainably conscious.
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Orseund Iris also reflects their brand, through their simple logo, OI short for Oresund Iris, to their minimalistic website, which is easy to navigate, and their straightforward policies, without unnecessary jargon.
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A creative, yet personal aspect was the OI Radio on their website. The spotify playlist reflects how their style has subtly changed based on the music, title, and album covers.